1. Market Research for Universities
June 2009
Market Research for Universities

2. Mandate of Committee:
To examine, with a goal to improve, the University’s Media, Communications, Government and Community Relations, considering all stakeholders, both internal and external.

3. Structure of Committee:
Internal:
President of University
VP University Relations
VP Advancement (donor relations)
Director Government Relations
Director Public Affairs and Media Relations
Associate VP Students and International
Board of Governor Members
Faculty
External:
Public Relations
Market Research
Media

4. Key Challenges: University is complex and decentralized
Messaging not disciplined or consistent
Many ‘experts’
Competing interests/focus (students, donors, gov’t, etc.)

5. Key Goals: Simplify messages
Prioritize messages (relevant, unique, true)
Create a BRAND for SFU

6. Key Steps: Identify and prioritize key stakeholders
Conduct market research to establish baseline among key stakeholders for future tracking and to assist in determining key messages

7. Research objectives to determine:
Perceptions of SFU and competitors
Key drivers of SFU’s overall reputation
Key decision criteria in university choices and specifically SFU
Key source of information about universities (‘influencers’)
Language used by key audiences
Key messages that are relevant, different and persuasive
Establish a benchmark by which to evaluate SFU’s success in achieving its communication goals

8. Stakeholders Applicants Undergraduate students (SFU and others)
Parents
Community opinion leaders (business owners, executives, influential citizens, etc.)
General public
Primary market: BC
Secondary: Rest of Canada

9. Methodology
Input sessions with internal stakeholders, board members and committee members
Focus groups with all key stakeholders and in-depth interviews with opinion leaders
On-line surveys with all other groups

10. Outcomes: How SFU is perceived and is unique
What elements contributed to SFU overall reputation (drivers)
Gaps in what stakeholder want and what SFU delivers (restrainers)
Misperceptions or lack of awareness
What information or messages most resonated and would be most persuasive at encouraging support of SFU
Where needs differed by stakeholder group
Recommendation for staff to prepare an integrated communications plan to execute and coordinate marketing and operations

11. Thank you!
Any Questions?