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True
marketing is about better understanding stakeholder attitudes, beliefs, needs,
and preferences, and it begins with research.
Many schools underinvest in this area and wonder why their results fail to improve or programs do not perform as expected.
We are experienced researchers and marketers and know how to uncover the
insights that lead to enhanced execution and performance.
We can help
you better understand perceptions among key internal and external audiences. We
then combine this insight with existing information and organizational values
and strengths, to create marketing and communication strategies that raise
awareness and understanding, and bring key audiences closer to the institution.
And we can help with internal marketing and communication because we
know that being clear and consistent internally increases the effect and allows
you to allocate resources to where they will have the greatest impact.
Mind and
Hand Associates can help with:
▪ Research (qualitative and quantitative;
primary and secondary)
▪ Marketing strategy
▪ Competitive positioning
▪ Message development
▪ Benchmarking and industry best practices
▪ Marketing ROI
Illustrative
projects and presentations in this area include:
▪ Competitive Reputation
Research. A
business school wanted to determine awareness about the school among
high-potential candidates, understand the candidate decision-making process,
identify and measure the relative importance of attributes in choosing a
school, and measure perceptions of their school on each attribute relative to
four top competitors. Project entailed
focus groups, voice of the customer analysis, and an international survey of
high-potential candidates.
▪ Research / Benchmarking. Co-authored a benchmarking survey of 161 MBA programs worldwide to
determine how marketing functions are structured and utilized, including
reporting relationships, degree of centralization, responsibilities, number of
employees, strengths and needs.
▪ Presentation: The Effective
Use of Internal and Market Research. Presented
at the National Association of Graduate Admissions Professionals (NAGAP) 2009
Annual Conference in Denver on Using Research for Fun and Profit. Presentation focused on the various types of
research and how a small investment in research can help schools better
understand their various audiences and create programming and marketing to
attract best-fit candidates.
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