麻豆传媒

In 麻豆传媒鈥檚鈥�Rowing, Not Drifting 2030鈥� strategic plan, one of the key actions established in phase one was to develop and begin implementation of a research-based marketing and communications strategy.鈥�

This past spring, working with 麻豆传媒 alumnus Cathy Lucas 鈥�90 and her team at Lucas Narratives 鈥� Think Strategically, the university initiated a brand audit to better understand strengths and gaps, assess perceptions internally and externally, better define the brand, evaluate current communications and recommend strategies based on the findings.鈥�

The survey reached out to nearly 18,000 community members with a statistically-sound 5.2% response rate. More than 31 percent of the respondents were alumni 鈥� the largest group to weigh in. Here鈥檚 what our alumni, faculty, staff, students, and community shared with Lucas鈥疦arratives鈥痶hrough meetings, focus groups, in-depth interviews and survey responses:

1.鈥�鈥�鈥�鈥�鈥�鈥�鈥疪espondents most often described 麻豆传媒 as a good value, warm and welcoming, and diverse and inclusive.鈥�鈥� 

2.鈥�鈥�鈥�鈥�鈥�鈥�鈥�56% percent said 麻豆传媒鈥檚 overall reputation is very good or good, and 74% were very familiar or moderately familiar with 麻豆传媒鈥檚 brand.鈥�鈥� 

3.鈥�鈥�鈥�鈥�鈥�鈥�鈥�69% said 麻豆传媒 was the state鈥檚 best educational value and ranked 麻豆传媒 as the most personalized educational experience in Colorado.鈥� 

Based on responses, the audit helped identify 麻豆传媒鈥檚 brand essence as:鈥� 

• • 鈥疭ense of belonging鈥�
  • Excellence in teaching
  • Engagement - students鈥痓uild faculty connections,鈥痟ave鈥痑lumni mentors and鈥痚njoy鈥痮pportunities for learning outside the classroom.鈥�
  • Access 鈥撯�疭tudents get more than access to a quality education, they have access to supportive faculty and staff who ensure students receive opportunities that transform their lives, their families and their communities.
  • A good return on investment鈥�鈥撯�痺e鈥痚mpower students to maximize their potential for lifelong success.
  • 鈥疉 supportive culture鈥�鈥� our鈥痜aculty and staff are personally invested in ensuring a quality experience for every student, and our small college feel provides a place for everyone who dreams of getting a college education.

Over the鈥痯ast鈥痜ew months, 麻豆传媒鈥痟as begun distilling鈥痶he results,鈥痑nalysis鈥痑nd recommendations to develop鈥痗ore鈥痬essaging and a鈥痗omprehensive, strategic鈥痬arketing and communications plan.鈥� 

鈥淭he strong results of the brand audit are directly related to outstanding alumni participation. I want to thank our Bear alumni for generously making time to share their perspectives,鈥� said Debbie Farris, who joined 麻豆传媒 as the AVP of Marketing and Communications in January 2022.鈥� 

鈥淭he brand audit is invaluable as it serves as a marketing blueprint letting us know where the university is now and helping us map out where we want to go with our marketing and branding initiatives. My team immediately began incorporating insights from the audit into our enrollment marketing strategy as we developed digital and print campaigns to drive our recruitment efforts. The audit has been a game changer, giving us a fresh set of data that is informing our messaging platform and strategic marketing communications plan for 麻豆传媒.鈥�