These are the results of a comprehensive survey conducted to identify brand initiatives at the University of Wisconsin-Platteville campus. We sent the survey to more than 5,400 individuals that represented five audiences and had a response rate of 28.8%. We are proud to say that this survey is being used as a resource to create a brand strategy and promises to our faculty, staff, students, friends and families.

1. Presented by the branding committee
(subcommittee of the image committee)
www.uwplatt.edu

2. Brand Survey
Five target audiences with the survey tone
addressed to these audiences
• Current undergraduate students – 2,000
• Current students’ parents or guardians – 1,985
• Guidance counselors in the tri-state areas - 391
• Current faculty and staff - 705
• Alumni, donors, volunteers and friends of the
university – 396
5,477 total surveys sent out
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3. What do you think our brand is?
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4. A brand is a…
… or any other feature that identifies one
seller's good or service as distinct from
those of other sellers.
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5. Completed Timeline
 Tue, Oct 16 – IRB report in for approval or recommended changes
 Tue, Oct 30 – survey begins for test group
 Fri, Nov 2 – responses from test group due
 Mon, Nov 5 - evaluate the test group/ redesign
 Tue, Nov 6 - IRB submission for approval of changes
 Wed, Nov 14 – full survey out
 Thu, Nov 15 – 24 hour response rate at 16% or 773/5,477
 Sat, Nov 24 – ten day responses due/ incentive drawing I
 Tue, Dec 4 – twenty day responses in/ incentive drawing II
December 2012 – Tabulate results
 Use criteria for qualitative and quantitative data
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6. Random Prize
Drawings 10 day drawing
Parking pass Sat, Nov 24 – 36 prizes
iPod Nano
Personalized Commemorative Brick 1,233 respondents/ 5,477 sent =
Points on card ($100 & $50 values)
Book of 20 Adult Athletic Tickets 24.2% response rate
Two sets of two tickets to a performance
of your choice
Two professional university
photographs
Two stadium throw blankets in a bag 20 day drawing
Four mascot and ten admission t-shirts
Ten foam axes Tue, Dec 4 – 36 prizes
20 Pioneer Pete magnets
10 window clings
Two candy jars
1,437 respondents/ 5,477 sent =
Two university football helmets 28.8% response rate (final)
One university mug
Winners will be announced Dec 5
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7. Top words at this point in time are:
Some core questions
asked include: Academic Beautiful Engineering
Accessible Community Friendly
What three words or Affordable Education Good and great
phrases would you use
to describe the Growing Quality Rural
university?
Safe Small campus/ class/ school
What three things do
you like best about the Three things liked are:
university? Accessibility Class size Faculty
There was over 1,500
Affordable Clean Friendly
responses on the three Campus Close to home Location
words or phrases and
close to 1,700 Low cost People/ Personal Safe
responses to what they Size Small campus/ class/ school
like best. These are still Students
being sorted.
*This data is still being
evaluated.
www.uwplatt.edu

8. Core academic ratings
Perception is that these academic attributes
best describes us well or very well:
1 Good chance of being accepted – 96.75%
2 Faculty/ student ratio – 93.42%
3 Small class size – 92.77%
4 Accessible faculty – 91.26%
5 Hands-on learning – 89.26%
6 Quality of faculty – 88.20%
7 Wide variety of majors – 85.40%
8 Career placement opportunities – 84.24%
9 Field experience – 82.99%
10 Quality technology across campus – 82.51%
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9. Core academic ratings
Perception is that these academic attributes
does not describe us well or very well:
1 Prestigious reputation – 69.76
2 Undergraduate research opps – 70.17%
3 Faculty/ student ratio – 71.10%
4 High impact practices – 75.95%
5 International study opportunities – 78.69%
6 Transition support for new students – 78.80%
7 Offer a distinctive education – 80.61%
8 Offer an innovative education – 80.78%
9 Opportunities to become effective business and
community leaders– 82.34%
10 Field experience – 82.99%
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10. Core nonacademic ratings
Perception is that these academic attributes
best describes us well or very well:
1 Friendly atmosphere – 94.64%
2 School size – 94.12%
3 Textbook rental program – 93.25%
4 Campus is safe – 92.64%
5 Affordability (good value) – 91.44%
6 Attractive campus – 89.79%
7 Variety of student clubs, organizations and
intramurals – 89.14%
8 Fitness and recreation – 87.68%
9 Support services – 85.86%
10 Housing is available on campus – 84.95%
www.uwplatt.edu

11. Core nonacademic ratings
Perception is that these academic attributes
does not describe us well or very well:
1 Culturally diverse – 58.56%
2 Social life – 72.51%
3 Food options – 74..08%
4 Dining facilities – 76.11%
5 Proximity to home – 78.65%
6 Job placement support – 79.28%
7 Family influence on education – 79.82%
8 Availability of financial aid –80.11%
9 Environmental awareness – 80.32%
10 Campus events – 81.47%
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12. Words or phrases options to choose from…
 Global  Accessible  High quality
 Intelligent  Spirited  Applied
 Friendly  Rural/ small town  Engagement
 Midwestern  Challenging  Progressive
 Safe campus  Unified  Growing
 Comprehensive  Sustainable  World class education
 Beautiful  Experiential learning  Academic
 Approachable  Valuable  Undergraduate research
 Pride  Suitcase college  Close to home
 Artistic  Affordable  Fun
 Relevant  Anyone can get in  Student centered/ focused
 Passionate  High tech  Committed
 Appealing activities  Competitive  Optimistic
 Diversified  Innovative  Creative endeavors
 Involved  Excellent  Economical
 Conservative  Support services  Nurturing
 (STEAM) Science Technology  Male/ female ratio  Tradition
Engineering Agriculture and  Athletics  Pioneers
Mathematics  Environmental
Respondents’ chose up to ten of these options.
www.uwplatt.edu

13. Top ten…
words or phrases the respondents would use to
describe University of Wisconsin-Platteville
1 Friendly - 64.54% 6 Affordable – 39.69%
2 Rural/ small town – 63.1% 7 Growing – 38.70%
3 Midwestern – 62.19% 8 Approachable – 34.04%
4 Safe campus – 49.88% 9 Student focused – 24.98%
5 STEAM (spelled out) – 10 Beautiful – 24.08%
40.72%
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14. Bottom ten…
words or phrases the respondents would use to
describe University of Wisconsin-Platteville
1 Unified – 1.15% 6 World class education – 3.76%
2 Artistic – 1.99% 7 Undergrad research – 4.27%
3 Global – 2.40% 8 Spirited – 5.35%
4 Engagement – 2.79% 9 Optimistic – 5.60%
5 Nurturing – 3.59% 10 Passionate – 5.75%
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15. What are we known for?
1 Engineering – 81.05%
2 “M’ – 66.48%
3 Rural/ small town – 57.74%
4 Agriculture – 42.88%
5 Criminal Justice – 40.22%
6 Bo Ryan – 35.54%
7 Tri-State Initiative – 34.47%
8 Chicago Bears - 30.93%
9 Male/ female ratio – 30.87%
10 Education – 29.75%
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16. What are not known for?
1 Efficiency – 2.67%
2 Pioneer Pete – 2.93%
3 Graduate program – 4.63%
4 Business Admin – 5.26%
5 Biology – 5.41%
6 The Exponent – 5.43%
7 Online learning – 5.85%
8 Party school – 5.96%
9 Industrial studies – 9.83%
10 Local – 10.08%
11 Athletics – 10.81
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17. Proposed mission: 87.85% of the respondents thought
The University of that the proposed mission was easy
Wisconsin-Platteville
promotes excellence
to understand and it was well
across a broad spectrum of written.
disciplines-from STEM
programs and criminal
justice to agriculture and
the arts. We use a hands-
on, personal approach to
With over 500 written responses,
empower each student to the biggest concern was that a
become broader in
perspective, intellectually significant number did not
more astute, ethically more
sensitive and to contribute
understand what STEM is.
wisely as an accomplished
professional and
knowledgeable citizen in a
diverse global community.
This is an opportunity to provide
education internally and externally
on the acronym.
www.uwplatt.edu

18. Proposed
vision: 87.85% of the respondents thought
that the proposed vision was easy
Achieving Excellence . . . to understand and it was well
Creating Opportunities . . . written.
Empowering Each
Individual
There were nearly 400 comments
written in on this portion, but a good
amount of them were satisfied with
the vision.
Additional data will be collected and
reported on this in the near future.
www.uwplatt.edu

19. Demographics
Parents: 72% male/ 26% female/ 1.63% no answer
Alumni: 37% male/ 61% female/ 1.6% no answer
Faculty/ staff: 32% male/ 59% female/ 9% no answer
Students: 58% male/ 41% female/ .6% no answer or transgender
School counselors: 35% male/ 62% female/ 2.8% no answer or
transgender
Overall 35% were male, 62% female,
2.7% prefer not to answer and .06% transgender
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20. Marketing and focus groups
 Of those surveyed, 85% prefer to get their
information on a campus visit
 75% go to individual websites
 56% of respondents hear about us through word
of mouth
246 respondents stated that they would like to
participate in a focus group and provided their
contact information.
www.uwplatt.edu

21. Other information
We have additional information as it pertains to the
audience. This will be used for comparative data
and/ or given to the area that would most need it
for data collection purposes.
A survey will be conducted annually to develop
comparative data. The next audience is the
community and surrounding areas.
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22. Questions?
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