University of Washington Bothell Campus Stakeholders Faculty and Staff of UWB

Presented by: Sabrina Harris Jui-Ching Huang Abby Lam Kristine Matheson Jackie Narvaez

Topics Method used for Qualitative research Common issues Controversial issues Recommendations Questions

Methodology One on one confidential interviews 10 faculty and 10 staff Sample Question: -Do you feel any responsibility to educate students about UWB? Do you feel UWB has name recognition in the Seattle area?

Issues affecting UWB Brand Cascadia and Bothell awareness Website quality Entrance standards Alumni Marketing

Cascadia and Bothell Cascadia received a lot more publicity since the grand opening than UWB UWB is perceived as part of Cascadia

Controversial Issue Cascadia positive or negative influence? “Cascadia students are familiar with the campus and more likely to transfer to UWB.” “ In terms of image of the community it harms us because people think you are part of CCC.”

Website Quality Homemade Non-needed links Complicated Poor picture quality Highlight of Attributes

Website Quality Which one is better?

Controversial Issue Should we Increase entrance standards? “Entrance standards should stay the same because we get many mature students who goofed off …. Now they are more dedicated students.” “Entrance standards should be tougher.” “We should increase them so we can become stronger, because there is a perception that we’re second.”

Alumni Alumni Program Alumni awareness at UWB Scholarship Successful Graduates in big corporations

Marketing Strategy Marketing Tools Marketing Target Segment Marketing Budget Marketing Staff

Straight from the stakeholders “The marketing responsibility has fallen on the shoulders of people without marketing skills.” “UWB cannot afford to not utilize media and if they see the results they will spend the money on media.”

Recommendations Market positive attributes of UWB New Website Improve partnership with UWS and UWT Increase entrance standards Increase marketing budget/ Marketing Staff Offer more classes Ensure UWB is distinct from Cascadia Awareness from faculty

#1 RECOMMENDATION CREATE A SLOGAN THAT IS EASY TO RECOGNIZE AND EASY TO RECALL “QUALITY STANDS ON IT’S OWN!”

Questions? Thank you!