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Market Research for Universities

The committee aims to enhance the University's media, government, and community relations by conducting market research among internal and external stakeholders. The research objectives include understanding perceptions of the university, determining key messages, and establishing a benchmark for communication goals.

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Market Research for Universities

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Presentation Transcript

  1. June 2009 Market Research for Universities

  2. Mandate of Committee: • To examine, with a goal to improve, the University’s Media, Communications, Government and Community Relations, considering all stakeholders, both internal and external.

  3. Structure of Committee: Internal: • President of University • VP University Relations • VP Advancement (donor relations) • Director Government Relations • Director Public Affairs and Media Relations • Associate VP Students and International • Board of Governor Members • Faculty External: • Public Relations • Market Research • Media

  4. Key Challenges: • University is complex and decentralized • Messaging not disciplined or consistent • Many ‘experts’ • Competing interests/focus (students, donors, gov’t, etc.)

  5. Key Goals: • Simplify messages • Prioritize messages (relevant, unique, true) • Create a BRAND for SFU

  6. Key Steps: • Identify and prioritize key stakeholders • Conduct market research to establish baseline among key stakeholders for future tracking and to assist in determining key messages

  7. Research objectives to determine: • Perceptions of SFU and competitors • Key drivers of SFU’s overall reputation • Key decision criteria in university choices and specifically SFU • Key source of information about universities (‘influencers’) • Language used by key audiences • Key messages that are relevant, different and persuasive • Establish a benchmark by which to evaluate SFU’s success in achieving its communication goals

  8. Stakeholders • Applicants • Undergraduate students (SFU and others) • Parents • Community opinion leaders (business owners, executives, influential citizens, etc.) • General public • Primary market: BC • Secondary: Rest of Canada

  9. Methodology • Input sessions with internal stakeholders, board members and committee members • Focus groups with all key stakeholders and in-depth interviews with opinion leaders • On-line surveys with all other groups

  10. Outcomes: • How SFU is perceived and is unique • What elements contributed to SFU overall reputation (drivers) • Gaps in what stakeholder want and what SFU delivers (restrainers) • Misperceptions or lack of awareness • What information or messages most resonated and would be most persuasive at encouraging support of SFU • Where needs differed by stakeholder group • Recommendation for staff to prepare an integrated communications plan to execute and coordinate marketing and operations

  11. Thank you! Any Questions?

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