Brand Audit
To identify your institution’s brand position, Academica will seek to collect internal and external constituent perspectives through a series of constituent interviews over a two-day period. At a minimum, constituent groups will include: prospective students (one group of high school students and one group of adult learners); current students; alumni; board members; faculty; staff; and administration. Each interview session will be 90 minutes in length.
Interviews with internal constituent groups will focus on:
- Shared Values
- Perspectives on “the ideal” student experience
- Student expectations of the institution
- Other key constituent group expectations of the institution
- Existing and potential institutional guarantees
Interviews with external constituent groups will consist of the following:
- “Top of mind” perceptions of the institution
- Constituent expectations
- Institutional promises that matter most
- Alignment of the institution’s strengths with promises that matter
- Identification of gaps related to promises that matter
Deliverables
Development of a brand platform. Elements of the new identity will include at a minimum:
- A succinct statement of the brand
- More fully described rationale for the brand
- A list of brand attributes that will guarantee brand equity or a higher value when compared to similar institutions
- A concise institution identity statement
- New themes and messages with graphic representation and usage recommendations for key market segments such as degree and continuing education students and the institution’s Foundation
- Proof points that support the brand
