Using Market Research to Boost your Brand
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Download this webinar for free: http://mstnr.me/2blVqX7 Market research is one of the most important components of a brand strategy project. Without a solid understanding of how your audiences currently perceive your brand, it’s difficult to strike the right balance of reality and aspiration in evolving your brand positioning. This webinar will outline strategies and methods for conducting brand research at education institutions. We’ll focus on research techniques that will help you gain a real understanding of people’s perceptions, beliefs, and behaviors. What You Will Learn: • The right way to conduct market research for an education institution • Common mistakes organizations make when conducting market research • How market research informs your brand strategy
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Using Market Research to Boost your Brand
- 1. Keynote Presentation March 22, 2016
- 2. Some Housekeeping • 30 minute webinar + 15 minutes for Q&A • Ask questions through the Zoom Control Panel • Tweet during the webinar with #mStonerNow • Fill out the post-webinar evaluation • Check your inbox next week for the webinar recordings and slide decks
- 3. Using Market Research to Boost Your Brand
- 4. • 4 What We’ll Cover• 1) Conductingmarketresearch ataneducationinstitution. 2) Commonmistakeswhen conductingmarketresearch. 3) Howmarketresearchinforms yourbrandstrategy.
- 5. is what you stand for in the minds of the people you’re trying to reach, influence, and move to action. • Brand
- 6. • 6 How do you manage something that’s in people’s minds?
- 7. Model for Brand Management Desired perceptions aboutbrand Influence perceptions aboutbrand VisualIdentity&Logos Tone&Voice Storytelling MarketingPlan ContentStrategy Website Publications Advertising EarnedMedia ActualExperiences ... (Strategy) (Tactics) (Results) Actual perceptions aboutbrand
- 8. It all starts with understanding perceptions of your brand. • 8
- 9. It all starts with understanding perceptions of your brand. • 9 external
- 10. Conducting market research at an education institution. SECTION ONE:
- 11. 11 Who should participate in research? • Prospective students • Current students • Parents - current or prospective • Guidance counselors • Alumni • Higher ed leaders • Hiring managers • Civic/government leaders • Major donors
- 12. 12 Who shouldn’t participate in research?
- 13. • “Everyone”
- 15. 15 Qualitative research: • Is a conversation • Answers the “why?” • Is extremely flexible • Provides a foundation for quantitative
- 16. 16 Types of qualitative research: • Focus groups • In-person • On-line • One-on-ones • Used for sensitive topics • Can supplement focus groups
- 17. 17 Conducting qualitative research: • Develop a script, but don’t be hemmed in • Keep digging • Don’t take notes • Listen more than you talk • Get comfortable with silence
- 18. 18 Limits of qualitative research: • Budget sometimes dictates talking to your own people • People are really bad at predicting their own behavior • Usually limited to people with high affinity (unless you provide incentives) • And even then…
- 20. 20 Quantitative research: • When it follows qualitative research, it can ensure that you have the right brand attributes • Tracks changes in brand awareness and perceptions over time • Reaches a larger (and more external) audience
- 21. 21 Limits of quantitative research: • To do quantitative research, you need the right sample size (otherwise it’s just a questionnaire) • If you do quantitative without first doing qualitative, you’ll be left with many “why” questions
- 22. Common mistakes when conducting market research. SECTION TWO:
- 23. 23 Talking to the wrong people. •
- 25. 25 Asking people to predict their future behavior. •
- 26. 26 Doing the wrong kind of research. •
- 27. 27 Calling it quantitative (when it’s not). •
- 28. 28 Believing everything you hear. •
- 29. How market research informs your brand strategy. SECTION THREE:
- 31. 31 2 Disprove or dispel internal thinkingaboutyourinstitution.
- 32. 32 3 Test an idea beforegoingto market.
- 33. 33 4 Develop a brand strategyand adoptaplanformanagingyour brand.
- 35. 35 Gap:Medium Current Position: Academicallyrigorous, prestigious,traditional,known forhumanitiesresearch Desired Position: Academicallyrigorous,highly innovative,forward-thinking scientificandbiomedicalresearch Gap Analysis for Innovative Scientific Research
- 36. 36 6 Define(orrefine)youreditorial and content strategy.
- 37. 37 Does your content strategy align with your brand and address the gaps in perceptions? Content strategy includes: • Content themes and messages • Voice and tone • Editorial calendar • Governance
- 39. 39 7 Measure and evaluate an existingbrandstrategy.
- 40. 40 Regular audience research Analysis of inquiries from prospective students Event attendance Website conversions Applications Yield Giving patterns Measure your results with:
- 41. 41 Measure your results with: Regular audience research Analysis of inquiries from prospective students Event attendance Website conversions Applications Yield Giving patterns
- 42. Understand the State of Higher Ed Branding: http://mstnr.me/ StateOfBranding Resources
- 43. Our Capabilities: • BrandResearchandDevelopment • MarketingCampaignCreation • UserExperienceDesign • ContentStrategy • Digital,Print,andSocialMedia • SearchEngineOptimization • Analytics 773.305.0537 mallory.wood@mstoner.com @mStonerInc mstoner.com Ourlatestwork:uncsa.edu
- 46. m Storytellers for .edu Thank You!