What Does Branding Mean for Students?
Administration Discusses the Branding Initiative Results
Sari Heidenreich
Issue date: 4/30/09 Section: News
In their research for Messiah College, Crane set out to determine the variables in the following equation: Messiah College is the 'x' that achieves 'y' through 'm' because of 'v.'
Crane defines 'x' as the "category of one." Gross explains this is what Messiah College does that other Christian colleges and universities either do not or cannot do.
According to Crane, 'y' is the transformative outcome. Gross says this is what Messiah College does that makes a difference in real time for real students, and why it is important.
'M' is the unique mechanisms that Messiah College uses to accomplish the outcomes, while 'v' has to do with Messiah College's mission's statement and distinctive values.
Regarding the cost of the project, Gross writes, "It's not the College's typical practice to release specific costs of individual programs or projects, but I can share that this project is being funded through the existing operating budgets of the President's Office and the Marketing and Public Relations Office and is drawing on monies that would have generally been spent on this type of marketing/visibility program for the College. "
Gross writes that from April 27 through May 1, the writing and photography team from Crane MetaMarketing, "will be visiting campus to conduct interviews, focus groups, and a photo shoot that will help develop the language and visuals for the College's new marketing materials."
In regards to the project as a whole, Gross says the college is trying to show what the Messiah College community is really like. "We really want it to be authentic," Gross says. "It can't be artificial. Our audience is too smart for that."
According to the research, Gross writes, "All audiences [surveyed]-students, parents, alumni, and former parents-reported strong overall satisfaction with their Messiah College experiences. Most also perceived the overall value of a Messiah education to be high, despite a common perception that the College is comparatively expensive." Additionally, she writes "Nine out of ten current students and current parents said that they would choose Messiah again-the highest numbers Crane has ever seen for a college or university (secular or faith-based)!"
Crane defines 'x' as the "category of one." Gross explains this is what Messiah College does that other Christian colleges and universities either do not or cannot do.
According to Crane, 'y' is the transformative outcome. Gross says this is what Messiah College does that makes a difference in real time for real students, and why it is important.
'M' is the unique mechanisms that Messiah College uses to accomplish the outcomes, while 'v' has to do with Messiah College's mission's statement and distinctive values.
Regarding the cost of the project, Gross writes, "It's not the College's typical practice to release specific costs of individual programs or projects, but I can share that this project is being funded through the existing operating budgets of the President's Office and the Marketing and Public Relations Office and is drawing on monies that would have generally been spent on this type of marketing/visibility program for the College. "
Gross writes that from April 27 through May 1, the writing and photography team from Crane MetaMarketing, "will be visiting campus to conduct interviews, focus groups, and a photo shoot that will help develop the language and visuals for the College's new marketing materials."
In regards to the project as a whole, Gross says the college is trying to show what the Messiah College community is really like. "We really want it to be authentic," Gross says. "It can't be artificial. Our audience is too smart for that."
According to the research, Gross writes, "All audiences [surveyed]-students, parents, alumni, and former parents-reported strong overall satisfaction with their Messiah College experiences. Most also perceived the overall value of a Messiah education to be high, despite a common perception that the College is comparatively expensive." Additionally, she writes "Nine out of ten current students and current parents said that they would choose Messiah again-the highest numbers Crane has ever seen for a college or university (secular or faith-based)!"
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