Utah State University Dan Peterson & Jenn Putnam

1. Utah State UniversityDan Peterson & Jenn Putnam Positioning for Selectivity September 28th , 2005

2. Utah State University • Today’s Objectives: • Define Branding and Positioning • Present a case study on “Selectivity” • Introduce a typology for positioning HE • Introduce a 6 step process to identify your position

3. Utah State University • Type of institution • Carnegie I Research, Land Grant • Undergrad, 17,000; Grad 6,000 • Enrollment • Approximately 23,000; 1/3 Cont. Ed. • History • Est. 1888, Agricultural College, A&M • Geography • Beautiful Valley, 100,000+, Small Town 45,000, 100 Miles away from SLC

4. Branding Defined • A process-driven, long-term proposition • A promise. Resides in the heart and mind • Pre-emptive ownership of benefits • Measurable value of trust with customers • The customer experience-cluster of exp. • Stories about company, culture, customers

5. Branding • Built on four key principles (Koestenbaum, P, ) • Powerful Vision • High levels of integrity • Principled; Meaning vs. Profit • Courageous • Example • Wal-Mart “Give ordinary folk the chance to buy the same things as rich people” • Disney “Make People Happy” • Mc Donald’s “Service and Consistency”

6. What can Branding do for you? • Great branding will…. • Help weather crises • Slow market erosion • Rally employees • Give opportunity to raise prices • Move users to a new product line-brand extension

7. Three C’s of Branding • Clarity – simple, memorable • Consistency – Use in creative, ads, etc • Constancy - $$ to ensure a long campaign

8. Mapping • Automobile Engineering Value Luxury Reliable Dependable Style

9. Mapping • Higher Education Value Price

10. Branding vs. Positioning • “Branding is about the process of building a brand. Positioning is about putting that brand in the mind” (Trout, 2005) • Coke is the #1 recognized brand. Therefore, positioning is every effort used to get people to think “Coke” when choosing a cola beverage. “The real thing”

11. What is positioning? • “Concentrating on an idea - or even a word –that defines the company/product in the minds of the consumer” (Trout and Rivken, 1995) • Literature review of branding or positioning Positioning applied Coke “The Real Thing” BMW “The ultimate driving machine” Crest “Cavity prevention”

12. Typologies of PositioningFactor analysis of over 60 attributes Blankson and Kalafatis identify 8 categories • Top of Range: Prestige, Upper Class • Service: Personal, Friendly • Value: Affordable, Reasonable • Reliability: Durable, Safe, Consistent • Attractive: Aesthetically-elegant, cool • Country of Origin: Patriotic • Brand Name: name of offering “Coke” • Selectivity: Discriminatory, High Principles

13. USU chose SELECTIVITY • High enrollment levels • Open entry – 98% of students admitted • Economic cutbacks = < $$ from Legislature • Little or no additional funding for new students • Ill prepared freshman students • Bottle neck courses • Large student to faculty ratio = not good • Teaching to the LCD

14. Admission Index

15. Goals from Administration • Increase enrollment from 23,000 (2001) to 25,000 over five years Enrollments 2001 2002 2003 2004 2005 2006 2007 23,000 22,318 23,000 23,500 24,000 24,500 25,000 Actuals 23,001      22,848     23,474        23,908 • Increase the average ACT to 24 by 2004 and 25 by 2007 ACT 2001 2002 2003 2004 2005 2006 2007 22.3 22.9 23.8 24 24.3 24.6 25 Actuals 22.3 22.9 23.5 24.1

16. Goals from Administration • Increase denials to 500 in five years Denials 2001 2002 2003 2004 2005 2006 2007 141 227 350 400 425 475 500 Actuals 141 250       358       395 Accept Rate 97% 90% 93% 91% • Decrease student-faculty ratio to 20 to 1 by 2006 S/F ratio 2001 2002 2003 2004 2005 2006 25/1 22/1 23/1 22/1 21/1 20/1 Actuals 25/1 22/1 21/1 19/1 19/1

17. Freshmen Averages GPA ACT # Enrolled 2000 3.38 22 2414 2001 3.37 22.3 2459 2002 3.46 22.9 2308 2003 3.56 23.5 2358 2004 3.57 24.1 2028

18. Freshmen Numbers Denials Retention St/F Ratio 2000 98 68% 25/1 2001 141 72% 22/1 2002 250 70% 21/1 2003 358 75% 19/1 2004 395 73% 19/1 *1991-1999 eight-year retention average = 66.1% (met goal of 75% retention 4 years early) **Retention = % of new freshmen who returned from previous fall

19. Freshmen Numbers Leads % App Acc Rate 2001 15,301 36% (5573) 97% 2002 17,100 33% (5689) 90% 2003 20,620 24% (5112) 93% 2004 18,740 25% (4810) 91% *Estimates were used for 2001-03 leads.

20. Positioning Strategy (Trout and Ries, 1972) • What position do you already own? • What position would you like to own? • Whom must you outgun? • Do you have the budget to sustain? • Are you prepared to stick with 1 position? • Does creative/mktg match strategy?

21. Mission Statement • The mission of Utah State University is to be one of the nation’s premier student-centered land-grant and space-grant universities by fostering the principle that academics come first, by cultivating diversity of thought and culture, and by serving the public through learning, discovery, and engagement.

22. Mission Statement DSC • The mission of Dixie College is to provide a diverse population of students the opportunity to achieve their post-secondary educational goals. Dixie College is an open-admission, comprehensive community college with four main elements: •  Academic Education •  Applied Technology Education •  Community Education and Services •  Student Life

23. Mission Statement • USU Continuing Education, administered as part of University Extension, is considered a national model of outreach education. It is by far the largest program of its kind in Utah and is the foremost user of educational technology to deliver courses and degree programs throughout Utah . Continuing Education also delivers degree programs to three other states and four international locations. • The Continuing Education system is dedicated to delivering high quality courses and degree programs throughout Utah and the world. Its goal is to make it possible for time and place-bound students throughout the world to pursue a higher quality of life through higher education.

24. Implications for CE • CE ACT not 22, rather 18…..how? • Second IPEDS • “A branch campus is defined as a location that is not temporary; is geographically apart from the main campus; offers organized programs of study, not just courses; has its own faculty; has its own budgetary and hiring authority; and has its own systems/administrative organizations.”

25. IPEDS • Allowed CE to continue to grow • Gave separate accounting of CE students ability to persist, kept out of bottle neck courses and eliminated LCD teaching • Better retention for Main Campus as non-traditionals “stop out” vs “drop out”

26. Implication for other Institutions • Selectivity costs vs. benefits • Less students, better retention, credibility • Complete communication and support from faculty, staff and especially upper administration • Increased resources to maintain strategy and importance of continuity both internal and external • More effort involved to recruit higher ACT students

27. Utah State UniversityDan Peterson & Jenn Putnam • Q & A

28. Common Data Set for Enrollments

30. Common Data Set for Enrollments

31. Comma Data Set Info for 2000 Enrollment Applied Admitted Enrolled Freshmen Males 2135 2073 1005 Freshm. Females 2942 2901 1409 Average GPA 3.38 Percent with 3.0 GPA or higher 81% Percent with GPA between 2.0-2.99 17% Percent with GPA between 1.0-1.99 2%

32. Comma Data Set Info for 2000 Enrollment Percent submitting SAT scores (206 total) 8% Percent submitting ACT scores (2540 total) 96%

33. Comma Data Set Info for 2000 Enrollment Cont.

34. Why selectivity • Define benefits for selectivity, i.e. reputation, rankings, better prepared students, all ships rise…., • Caveat’s for land-grant, public institution. • Local issues • Out of state issues • Alumni issues

35. Results • Number of enrollments by year again (2000-2004), but emphasize better prepared freshman…rankings etc…..by year….. • Quote…video clip of Pres. Hall or ??? Explaining the well prepared frosh….. • Impact on budgets??? • Impact on CE • Enrollment trend by year • Separate IPEDS