BRAND ASSESSMENT/MESSAGE TESTING
How can we position and communicate the benefits of an up-and-coming public university to boost enrollment from three different geographic recruitment areas?
- Determine brand perceptions of prospective high school students and guidance counselors in three distinct metro areas where SIUE recruits
- Identify most persuasive messaging, effective information channels, recruitment activities, influencers and timing for presenting SIUE’s benefits to high school students
Important considerations in selecting a college are majors offered, location, a school’s reputation and cost. Insufficient awareness of SIUE’s academic programs, campus life, cost and scholarship opportunities, internships and career placement were barriers to consideration. Sophomore year in high school is optimal for initial outreach.