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Brand Awareness and Prospective Students

Category: 
Voice of your Customers
Year: 
2011
Client: 
Private for Profit University
Methodology: 
Online

I led the initiative to develop the first International Brand Awareness and Prospective Student Customer Survey for a new Private University. In order to meet future growth targets through marketing, campaigns and lead generation activity, this survey was paramount to the business. Working with senior stakeholders across the business, I designed the survey to cover a multitude of strategic business areas to investigate including, propensity to study, subject area, modality, pricing, motivations and behaviours, influencers and barriers, brand awareness amongst competitors and influence of media channels in decision making. The insights generated from this research directly supported brand development and established various business benchmarks, influenced 2012 degree pricing and identified various core customer segments and target groups for future campaign activity. The research covered fifteen international markets, and was fielded by a third party panel provider agency. 



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