This moderator's guide outlines an open discussion with transfer students to gather feedback on sample logos and taglines for SUNY Edge, a new transfer program. The moderator will introduce themselves and explain that student responses are confidential and meant to help brand and position the program. Students will then each receive cards with logos and taglines to review and provide feedback on which images and words would have the greatest resonance and brand recognition among transfer students.

1. SUNY Edge Moderator’s Guide
I. Background/Introductions
a. Moderator will:
i. Introduce themselvesandall the others.Thankeveryone forcomingandtaking
part.
1. “Thank youcoming,myname isKarlee BrownIam a studenthere at
SUNY Oswegoandam currentlyan interningforSUNYsystemthisyear
workingona marketingcampaignfora new transferservice.Iwill be
leadingourdiscussiontoday.
ii. Explaingroupguidelines
1. We have takenaboutan hour here today to have an opendiscussion
withyouin regardsto sample logosandtag linesforthe SUNY Edge
transferprogram.
2. You are allowedtospeakupat anytime,as longas to not be
interruptinganotherperson.Opinionsandresponsesare opento
discussionwithoutjudgmentandare greatlyappreciated.Iamonlyhere
to recordyour responses.
iii. Addressconfidentiality
1. All of the informationisconfidential. Nonameswillbe directlyattached
to the responses.Firstnameswillbe usedforthe sole purpose of this
focusgroup.
iv. ParticipationIntroduction
1. To get to know everyone inthe roomwe will all share ourfirstnames,
majorsand schoolstransferredfrom(if applicable).
II. DiscussionTopics
To start everythingoff we will be distributingsmall cardswithboththe sample logosandtag
lines.We will handthemoutseparatelytoeachpersonandwe will doitthisway inorderto
have themmove themaroundinordersthat theyfindpreferable.The ideaistohave insighton
whatyou (transferstudents) thinkaboutthe logosandtag linesgiven.We wouldliketogetyour
feedbacktobe able to understandwhatkindof imagesandwordsresonantbestamong
(transfer) studentsinordertohave the greatestbrandrecognitionwiththe program.Then
hopefullyapplythe informationwe gatherinordertobrandand positionthe program
accordingly.[Handof cards of imagesandtag lines]
 Overall Reactions
o