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UWB Brand Audit Bellevue Community College

UWB Brand Audit Bellevue Community College. Leah K. Bryant Andrew Heth Michael Meyer Lanei Noe Victoria Schmidt. Survey Objectives. Awareness What do you know about UWB? Perception How do you view UWB? Communication Where did you here about UWB? Credibility/Consideration

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UWB Brand Audit Bellevue Community College

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  1. UWB Brand Audit Bellevue Community College Leah K. Bryant Andrew Heth Michael Meyer Lanei Noe Victoria Schmidt

  2. Survey Objectives • Awareness • What do you know about UWB? • Perception • How do you view UWB? • Communication • Where did you here about UWB? • Credibility/Consideration • How does UWB compare to UWS?

  3. Research Methodology • Convenience Sampling • Students interviewed were planning on higher education • One-on-one in-depth interviews • 27 students were interviewed • Both day and night students

  4. Demographics

  5. Awareness Findings • 18 students knew that UW is made up of three area campuses • 17 students were aware of UWB • 7 students interviewed knew UWB opened a new campus last fall

  6. Perception Findings • Major issues when choosing a college: • Costs • Tuition, Books, Room and Board • Location • Smaller class size • Choice of major

  7. Perception Findings • Commuter campuses • Schedule Flexibility • Quality of Education • Choice of Major • Social Interaction • UWB vs. UWS • “I know that the quality of the education is probably the same, but my instincts tell me that UWB is still inferior.” -BCC Student

  8. Communication Findings • Sources of School Information • Internet • Word of mouth • Counselors not being used • UWB vs. UWS Website Hits • UWB website not being visited • BCC Student Recommendations • UWB link more visible • Radio ads, flyers/pamphlets • Info sessions booths

  9. Consideration/Credibility Findings • “UWB does not accept BCC IT degree/credits, otherwise I would apply” • “I don’t know anything about it” • “Definitely, I would like the smaller class sizes and easy access to professors”

  10. Branding Challenges • Location • More bus routes • Competition • College Saturation • UWS closer to BCC • Resources • Funding • Recruiters • Advertising expenditures

  11. Recommendations • Increase Advertising Expenditures • Flyers, pamphlets, print/radio ads. • Greater acceptance of transfer credits • Increase Metro schedule to UWB Campus • Continue informing BCC counselors • Information Booths separate from UWS • Create a new UW Logo for the web page

  12. Questions?

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