Focus Groups for Salve Regina University

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Challenge

Salve Regina University came to us requesting assistance to create and execute multiple campus-wide focus groups that would gather input and jumpstart ideas about the University’s branding and messaging.

Solution

We conducted focus groups with six distinct and diverse groups of campus faculty and staff. Each presentation was tailored to the participants to identify their perception of brand strengths and brainstorm future initiatives of importance to the students they serve. We boiled down all the input received into a concise report highlighting themes and standout ideas.

We also provided guidance for a detailed survey for students and faculty to identify Salve Regina’s marketing and branding strengths, including what language would lead to the best results.

Results

+ Six focus groups produced fresh ideas on University’s brand and messaging, reaffirming existing facets of Salve Regina’s brand and generating ideas on new ways to look at it. This set the stage for a future brand update that includes the input of the campus community itself.

+ Faculty responded to the opportunity to get involved with great enthusiasm and positivity; once-critical faculty even shared positive viewpoints and opinions. Consensus was reached on many points where friction previously arose.

+ Participants were able to share concerns about branding and messaging in a supportive environment.

+ Client received detailed survey results from a wide variety of constituents, further increasing the campus community’s input into future brand messaging.

+ Client gained new insight into the way their brand is perceived, positioning Salve Regina University for a brand update.

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