Research Findings &

Brand Recommendations

June 13, 2012 | SocialDirect LLC | 336.287.5179

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Content• Process• Key Results• A Higher Education Brand• Brand Strengths• Messaging• Areas of Opportunity

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Process• 450+ alumni survey responses • 220+ current student responses• Discussion group with Alumni • Discussion group with Freshmen • Discussion group with Upper Classmen• Discussion group with WSSU Staff

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Key Results: Alumni

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Key Results: Current Students

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A Higher Education Brand• Many of the challenges that higher education leaders face

are brand-related: student recruiting and admissions, alumni giving, community relations, faculty engagement, staff culture, and the student experience.

• In essence, the emotional and psychological dynamics of an educational institution as a whole influence and shape the perceptions of its brand in the marketplace.

• The brand image of an institution is created by and reflects all those institutional dynamics.

Source: Gallup Business Journal

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Engagement• In higher education, student engagement depends largely on

creating a sense of belonging. Feeling as though they are a part of a larger community is a critical aspect of a student's choice to remain connected to that community. This sense of belonging hinges on the interactions students have and the relationships they build -- not just with fellow students, but with faculty, staff, and administrators. Thus, all these groups -- staff, faculty, administrators, and even the students themselves -- play key roles in delivering an institution's brand promise.

• The same study concluded: "Alumni who are made to feel that they are still an important part of the Stanford community are much more likely to be donors than those who do not feel they are an important part of the Stanford community. . . . Those who most value their Stanford education want to be donors, while others must be convinced."

Source: Gallup Business Journal

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BRAND STRENGTHSWinston-Salem State University

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Strong Reputation• Students, Alumni and Community have great respect for

the history of the University• There is a strong appreciation of the heritage of the

University• The HBCU designation is a key source of pride• Alumni successes reflect positively on the University

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Academic Environment• Students appreciate the smaller class sizes• Students enjoy open access to faculty • Students recognize and appreciate the opportunity they

have for individual academic support• The quality of the faculty is often cited by both alumni and

students• The overall academic quality ranks high with students and

alumni

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Other Brand Strengths• Location and community

• Winston-Salem is conveniently located to most of our students and our Alumni. This can be an asset if leveraged.

• Value vs. Competition• The cost of an education at Winston-Salem State University when

compared to our competition can be a strength if leveraged.

• New Student Success Center• The idea that Winston-Salem State University is committed to

meeting students wherever they are academically and helping them achieve success is a powerful statement about the University.

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MESSAGINGCommunication

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Individual SuccessWinston-Salem State University provides a learning

environment that focuses on the needs of the individual student.

• Proof Points: • Our class sizes are generally smaller than most public institutions• We have a long history of meeting students needs regardless of

circumstance• Our new Student Success Center epitomizes our commitment to help

every student • Our faculty provides a high level of attention to each student• Our students have easy access to our faculty

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Success After Graduation

Winston-Salem State University prepares students for success after graduation.

• Proof Points:• We help our students achieve their own definition of success• The successes achieved by our Alumni in business, government and the

community are numerous and diverse• Our overall academic quality is strong and growing• The quality of our faculty

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The Experience Lasts

• The Winston-Salem State University experience/spirit lives within each student long after graduation day.

• Proof Points:• Our graduates are known for their high level of engagement within their

communities• Enter to learn. Exit to serve

• Our graduates stay involved with the University after graduation• Participation in University events by our graduates is exceptional (homecoming, sporting events, etc)

• The reputation of the University is strong and growing• It is enhanced every day by the contributions our Alumni make to their communities

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AREAS OF OPPORTUNITYBuilding the Brand

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Internal Communications• Conduct brand building sessions with Faculty and Staff

• Instill a sense of mission in faculty and staff• Explain often where we want our brand to be and how we will get there.• Our success depends on all of us.

• Explain their individual roles in making the University “best in class”

• Our overall success is dependent upon each of us excelling in our roles• Seek input and suggestions for achieving our goals

• Benchmark our progress and provide regular updates• Customer Satisfaction Survey results for all service delivery areas

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Promote our successes

• Actively seek evidence of our success:• With Faculty

• Student-specific achievement• Professional achievement

• With Staff• Student-specific achievement• Professional achievement

• With Alumni• Community achievement• Professional achievement

• With Students• Academic achievement

• Communicate these successes regularly• Online, in print and with events.

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Develop Plans• Internal Communications Plan

• Internal plan to include audience, content, timing and desired outcomes

• External Communications Plan• Communication Audit

• What communication touch points exist? What is the messaging by channel? Is it consistent?

• Inventory current communications University-wide including print, events, online and broadcast.

• Develop audience-specific communications recommendations by channel

• Assign procedures and roles• Assign goals and timelines• Measure success