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Marketing Research: New GW Logo & Branding
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Marketing Research: New GW Logo & Branding

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Designed presentation for group project in GWU Marketing Research course.

Designed presentation for group project in GWU Marketing Research course.

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  • 1. New  GW  Branding  &  Logo   Gabbi  Baker,  Sean  Fago,  Mia  Geronemus,   Luke  Quimby,  and  Natalie  Stella   1  
  • 2. Topic  &  Research  Goals  •  Topic:  New  GW  Logo  &  Branding  •  Goals   •  Understand  and  analyze  students’  reac<ons  to  the   redesign   •  Find  out  the  impact  that  the  new  logo  will  have   on  the  university  &  its  percep<on  in  the  future   •  Provide  GW  Not  for  Profit  with  our  research  and   aid  them  in  giving  students  a  voice   2  
  • 3. Qualita?ve  Approach  •  Primary     –  Focus  Group   –  In-­‐Depth  Interviews  •  Secondary   –  News  Ar<cles   –  Press  Releases   3  
  • 4. Quan?ta?ve  Research  •  Online  Survey   –  24  Ques<ons   –  126  Respondents   –  Open-­‐  &  Closed-­‐ Ended   4  
  • 5. Findings:  Gender  &  Opinions   Count   Gender   What  is  your  opinion  of  the  new  GW  branding  and  logo?   Female   Male   (blank)   Grand  Total   Strong  Like   1   2   3   Like   15   5   20   No  Opinion   14   10   1   25   Dislike   42   13   55   Strong  Dislike   17   6   23   Grand  Total   89   36   1   126   Count     Gender   What  is  your  opinion  of  the  new  GW  branding  and  logo?   Female   Male   (blank)   Grand  Total   Strong  Like   2.12   0.86   0.02   3.00   Like   14.13   5.71   0.16   20.00   No  Opinion   17.66   7.14   0.20   25.00   Dislike   38.85   15.71   0.44   55.00   Strong  Dislike   16.25   6.57   0.18   23.00   Grand  Total   89   36   1   126   p-­‐value  =  0.41   5  
  • 6. Findings:  Status  &  Opinions  Count   What  is  your  status  at  GW?  What  is  your  opinion  of  the  new  GW  branding   GW  Graduate   GW   GW   GW   Grand  and  logo?   GW  Alum   GW  Freshman   Student   Junior   Senior   Sophomore   Other     (blank)   Total  Strong  Like   1   2   3  Like   1   1   2   7   8   1   20  No  Opinion   2   1   4   15   2   1   25  Dislike   6   2   1   11   22   12   1   55  Strong  Dislike   4   2   1   4   9   2   1   23  Grand  Total   13   6   4   27   56   17   2   1   126  Count   What  is  your  status  at  GW?  What  is  your  opinion  of  the  new  GW  branding   GW  Graduate   GW   GW   GW   Grand  and  logo?   GW  Alum   GW  Freshman   Student   Junior   Senior   Sophomore   Other   (blank)   Total  Strong  Like   0.31   0.14   0.10   0.64   1.33   0.40   0.05   0.02   3  Like   2.06   0.95   0.63   4.29   8.89   2.70   0.32   0.16   20  No  Opinion   2.58   1.19   0.79   5.36   11.11   3.37   0.40   0.20   25  Dislike   5.67   2.62   1.75   11.79   24.44   7.42   0.87   0.44   55  Strong  Dislike   2.37   1.10   0.73   4.93   10.22   3.10   0.37   0.18   23  Grand  Total   13   6   4   27   56   17   2   1   126   p-­‐value  =  0.87   6  
  • 7. Findings:  Schools  &  Opinions   If  you  are  a  GW  student,  which  of  the  Count   following  schools  do  you  belong  to?  What  is  your  opinion  of  the  new  GW  branding  and  logo?   CCAS   ESIA   GWSB   SEAS   SPHHS   (blank)   Grand  Total  Strong  Like   1   1   1   3  Like   6   2   11   1   20  No  Opinion   13   2   7   3   25  Dislike   19   9   18   2   2   5   55  Strong  Dislike   7   7   6   1   2   23  Grand  Total   46   21   43   2   3   11   126   If  you  are  a  GW  student,  which  of  the  Count   following  schools  do  you  belong  to?  What  is  your  opinion  of  the  new  GW  branding  and  logo?   CCAS   ESIA   GWSB   SEAS   SPHHS   (blank)   Grand  Total  Strong  Like   1.10   0.50   1.02   0.05   0.07   0.26   3  Like   7.30   3.33   6.83   0.32   0.48   1.75   20  No  Opinion   9.13   4.17   8.53   0.40   0.60   2.18   25  Dislike   20.08   9.17   18.77   0.87   1.31   4.80   55  Strong  Dislike   8.40   3.83   7.85   0.37   0.55   2.01   23  Grand  Total   46   21   43   2   3   11   126   p-­‐value  =  0.87   7  
  • 8. Findings:  Aspects  of  Logo   Most  Disliked:   Simplicity   Portrait  of  George   Washington   Blocked  FormaXng  Portrait  of  George  Washington   impersonal,  inhuman   Color  Scheme   Most  Liked:     Font   Color  Scheme   0   10   20   30   40   50   60   70   Strong  Like   Like   No  Opinion   Dislike   Strong  Dislike   use  of  school  colors   8  
  • 9. Findings:  Money  Spent   13%   6%   36%   Less  than  $100,000   $100,000  -­‐  $250,000   $250,000  -­‐  $400,000   23%   More  than  $400,000   Other   22%  It  is  es?mated  that  over  $400,000  was  actually  spent.     9  
  • 10. Findings:  Townhall  Mee?ngs  No  Yes   0   20   40   60   80   75.4%  of  students  were  not  aware  that  townhall     mee?ngs  were  being  conducted.   10  
  • 11. Findings:  Involvement   I  was  not  interested  in  giving  input   9.5%   Fill  out  a  survey  for  feedback   69.8%   Submit  an  original  logo  design   21.4%   A_end  townhall  mee<ngs   31.0%  Be  a  vo<ng  member  on  the  rebranding   44.4%   commi_ee   11  
  • 12. Limita?ons  •  We  had  all  nominal  data  in  our  online  survey,  so   our  analysis  was  limited  to  chi-­‐square  tes<ng.  •  We  should  have  included  other  types  of  data,   such  as  interval  &  ra<o  data,  to  vary  the   ques<ons.  •  Aaer  receiving  the  results,  we  realized  we  should   have  restructured  the  ques<ons  to  provide  be_er   data  &  analysis.   12  
  • 13. Recommenda?ons  •  Unfeasible  to  redesign  logo  •  Involve  students  in  research  and   development  of  large-­‐scale  university   projects  •  Be_er  adver<se  opportuni<es  to  students  •  Maintain  consistent  brand  image  over  <me   13  
  • 14. Thank  You  Gabbi  Baker,  Sean  Fago,  Mia  Geronemus,   Luke  Quimby,  and  Natalie  Stella   14