Community Image Scan
When people in the community think of local colleges, does your college come to mind? How do they describe your college: personal attention, a well-qualified teaching staff, cutting-edge technology – or just cheap and close? Do community members see your college as a valued partner in the community, or just a drain of their tax dollars? In today’s economic climate, it is imperative for community colleges to understand the perceptions of their community about the College and its services, not just from a recruiting standpoint, but from an advocacy standpoint as well. A Community Image Scan from CLARUS can help your college discover what those perceptions are, and how they can be strengthened or changed.
Focused, in-depth telephone interviews will be conducted with a cross-section of households in your college’s service area to determine their familiarity with the College as well as your competitors in the service area. Community members will be asked to describe your college specifically as well as share the attributes of colleges that are important to them. The components of your brand, including colors, logos, and taglines, will be tested for familiarity, providing insights into potential changes needed in branding.
As a result of the Community Image Scan:
- Your college’s perceived niche in the market will be defined
- Your college will gain a better understanding of how well your current marketing efforts are making an impact on the community
- Recommendations will be made for how the College can better convey its strengths, correct misperceptions, or work toward stronger advocacy within the community
To see how we can start helping you look at your market from an advocacy standpoint, contact us today!