UWB Brand Audit Bellevue Community College

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UWB Brand Audit Bellevue Community College

• Leah K. Bryant
• Andrew Heth
• Michael Meyer
• Lanei Noe
• Victoria Schmidt

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Survey Objectives

• Awareness
• What do you know about UWB?
• Perception
• How do you view UWB?
• Communication
• Where did you here about UWB?
• Credibility/Consideration
• How does UWB compare to UWS?

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Research Methodology

• Convenience Sampling
• Students interviewed were planning on higher
  education
• One-on-one in-depth interviews
• 27 students were interviewed
• Both day and night students

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Demographics
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Awareness Findings

• 18 students knew that UW is made up of
• three area campuses
• 17 students were aware of UWB
• 7 students interviewed knew
• UWB opened a new campus last fall

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Perception Findings

• Major issues when choosing a college
• Costs
• Tuition, Books, Room and Board
• Location
• Smaller class size
• Choice of major

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Perception Findings

• Commuter campuses
• Schedule Flexibility
• Quality of Education
• Choice of Major
• Social Interaction
• UWB 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

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Communication Findings

• Sources of School Information
• Internet
• Word of mouth
• Counselors not being used
• UWB vs. UWS Website Hits
• UWB website not being visited
• BCC Student Recommendations
• UWB link more visible
• Radio ads, flyers/pamphlets
• Info sessions booths

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Consideration/Credibility Findings

• UWB does not accept BCC IT degree/credits,
  otherwise I would apply
• I dont know anything about it
• Definitely, I would like the smaller class
• sizes and easy access to professors

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Branding Challenges

• Location
• More bus routes
• Competition
• College Saturation
• UWS closer to BCC
• Resources
• Funding
• Recruiters
• Advertising expenditures

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Recommendations

• Increase Advertising Expenditures
• Flyers, pamphlets, print/radio ads.
• Greater acceptance of transfer credits
• Increase Metro schedule to UWB Campus
• Continue informing BCC counselors
• Information Booths separate from UWS
• Create a new UW Logo for the web page

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Questions?