Eastern Michigan University is moving from brand research
to brand testing.
EMU has contracted with Stamats Inc., of Cedar Rapids,
Iowa, to create 15 brand-positioning statements. These
brand-positioning statements will be based on Stamats'
online and phone survey research of key EMU audiences since
2002 and EMU's recent focus group research results.
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Coutilish |
This month, Stamats will test the statements in an online
survey of 20,000 current students, employees, donors and
alumni. Based on survey findings, EMU and Stamats will
collaborate on the development of a final positioning statement
that resonates best among the audiences. This positioning
statement, or "EMU brand promise," will serve as the foundation
of the University's marketing program into the future.
"Through proper and comprehensive research and testing,
University positioning statements typically surface naturally...almost
organically," said Eric Sickler, Stamats' principal consultant.
Brand research has included reviewing current surveys,
tracking studies, committee reports, history, mission,
core values and other relevant data. During the research
phase, key audiences were asked their perceptions of EMU
and opinions of what differentiates EMU from its competitors.
Audiences included high school students and their parents,
current undergraduate and graduate students, transfer students,
high school and community college counselors, employees,
board members, alumni, donors and the general population.
"We are on target for a September launch of EMU's first
brand marketing campaign," said Theodore G. Coutilish,
associate vice president, Office of Marketing and Communications. "We
will announce and celebrate the campaign internally first
to give employees and students the opportunity to become
more comfortable with it."
EMU brand goals are to clarify an image that key audiences
can identify with, set EMU distinctively apart from competing
institutions, and create and promote a flexible, relevant,
memorable, unique and differentiating brand. Objectives
will be measured, in part, by positive attitude shifts
among key audiences.
"Let's stick the brand everywhere, live it in everything
we do and stick with it," Coutilish said. "Our future is
at stake."
