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

2. Survey Objectives AwarenessAwareness –What do you know about UWB? PerceptionPerception –How do you view UWB? CommunicationCommunication –Where did you here about UWB? Credibility/ConsiderationCredibility/Consideration –How does UWB compare to UWS?

3. Research Methodology Convenience SamplingConvenience Sampling Students interviewed were planning on higher educationStudents interviewed were planning on higher education One-on-one in-depth interviewsOne-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 of18 students knew that UW is made up of three area campuses three area campuses 17 students were aware of UWB17 students were aware of UWB 7 students interviewed knew7 students interviewed knew UWB opened a new campus last fall UWB opened a new campus last fall

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

7. Perception Findings Commuter campusesCommuter campuses –Schedule Flexibility –Quality of Education –Choice of Major –Social Interaction UWB vs. UWSUWB 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 InformationSources of School Information –Internet –Word of mouth –Counselors not being used UWB vs. UWS Website HitsUWB vs. UWS Website Hits –UWB website not being visited BCC Student RecommendationsBCC 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”“UWB does not accept BCC IT degree/credits, otherwise I would apply” “I don’t know anything about it”“I don’t know anything about it” “Definitely, I would like the smaller class“Definitely, I would like the smaller class sizes and easy access to professors” sizes and easy access to professors”

10. Branding Challenges LocationLocation –More bus routes CompetitionCompetition –College Saturation –UWS closer to BCC ResourcesResources –Funding RecruitersRecruiters Advertising expendituresAdvertising expenditures

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

12. Questions?