My colleague and partner, Dr. Moshe Engelberg and I have completed an
exciting and comprehensive institutional image study for three technological
universities in Baja California in Mexico; in Mexicali, Tijuana and Ensenada.
This project was based on our "empowerment model," where students
and faculty contribute to the effort, based on our training and leadership which
keeps costs down.
Our client, the Board for this educational system, has been coordinated
by Fernando Leon Garcia, Ph.D., Stanford. Dr. Garcia and his colleagues
demonstrated powerful leadership by striving to better understand their
internal and external audiences. They asked such perceptive questions
as "How do employers feel about hiring our graduates?" In many
ways, I believe they are well ahead of many Canadian and America universities.
A comprehensive report about this important project was published in an
issue of Marketing Higher Education newsletter. It was the subject for part
of our Seminar by the Sea. I personally feel that the
image analysis process used in Mexico will become a model for future higher
education research in this country and others.
Many United States, Australian and Canadian universities and colleges
have not yet discovered the value and applicability of a good image analysis
that examines internal and external target audiences.
What are the potential benefits from an institutional image study?
It is said that information is power. Today, many institutions
of higher education realize they are involved in complex activities
offered in complex venues. In the past, most institutions relied on personal
knowledge by individuals (administrators, faculty, spouses) in order to
proceed. This information included hunches, guesses, traditions, myths and
assumptions about the educational marketplace, its participants, offerings
in the whole milieu of higher education.
Today, comprehensive image studies (such as the one we completed
in Mexico) reveal valuable information that can be used to develop comprehensive
academic development strategies, address problems, and identify marketing
opportunities.
Specific benefits of an image study
Segment internal and external audiences through demographic and psychographic
analysis. This allows administrators and professional communicators (i.e.,
public relations, media, publications staff) to better understand internal
and external constituents. It often changes ways people think about the
groups that are most important to them, in some ways confirming assumptions,
in other ways introducing new ideas and opportunities and breaking down
old myths and inaccurate theories.
Image research can reveal new strategies for addressing internal and
external audiences.
Image research can be used to deny or confirm old ideas, myths, assumptions
and predictors.
Image analysis information can be used to position an institution amongst
others that compete with that institution.
Marketing research and image analysis can confirm the strengths and weaknesses
of an institution. Strengths can then be projected to build even stronger
images in the marketplace directed to key constituents. Weaknesses can be
buttressed, improved to become strengths.
Image analysis information can be applied to curricular development...
to guide institutions to best educational opportunities and to identify
activities that are not productive to users and providers.
Image analysis information can be used to develop public relations plans
suggesting strategies to advance an institution on many fronts: potential
students, faculty attitudes, public perceptions, potential employers, current
employers of graduates, alumni, legislators, local, national and international
media reps, internal staff and Board members.
This form of research can be used to implement and evaluate distance
education (continuing education) programs.
Valuable information can be collected to be used to develop strategies
of how to present your school to local, national and international media.
Information can be used to develop strong internal culture based on powerful
knowledge about the mission, values and determination of the system, its
individual components and the perceptions of them by critically important
audiences.
Attributes
By better understanding your school's attributes (key benefits) as perceived
by key internal and external audiences, you will be better able to make
wise decisions to advance the collective organization to show how each unit
contributes to the whole and to better explain how each differs from others
in the organization. It can answer the questions:
Generic image gaps: you will be able to compare internal perceptions
to external perceptions to identify where work needs to be done (based on
greatest discrepancies) in order to better communicate information and change
perceptions.
Information can be used to solidify and bring people together "reading
from the same sheet of music") who may, for one reason or another,
have conflicting ideas about your school and its components. It can be used
to break down old political barriers... to build consensus and teamwork
for many participants... board, faculty, administration staff, students,
alumni, etc.
An image study will provide a record, a point in time, which can be a
valuable reference point for evaluation and for communications, public relations,
development (fund raising), alumni development, job placement, recruitment,
curricular development, etc.
An image study suggests how education, your key "products,"
are perceived in the open marketplace. It will provide guidance for future
academic development, supporting wise decisions about WHAT your institution
should offer, to WHOM, and through WHAT MEANS. This is particularly valuable
and important as new technologies unfold in ways that may provide opportunities
for your school in the near future.
Overall, a comprehensive image study is like a visit to the doctor for
an annual checkup. You want to know what is working well, what may be causing
problems, what may cause problems in the future (anticipate problems), what
is necessary to correct problems, and what the future may look like based
on current assessment.
Topor, Engelberg & Associates*
*Topor Consulting Group International has recently changed it's name
as a result of marketing research. This work was done under the former name
of Topor, Engelberg & Associates.
Topor, Engelberg & Associates provide effective guidance for institutional
image studies, based on an "empowerment" model designed to keep
costs at a minimum. For a personal consultation with Bob Topor, e-mail him
at topor@marketinged.com or call
(650) 962-1105. He will help you do what is best for your school.
Participants in The Seminar By The Sea
had a chance to see the Image Study (SPSS data analysis and Summary Report
including strategies) prepared for CETYS, clients in Mexico. In fact, some
of our clients participated in the Seminar, so participants from the U.S.,
Canada, Mexico and New Zealand had a chance to get first hand knowledge
about the image idea. Also, Bob Topor had a copy of his book, "Image
Analysis: How to use research gathered information to advance an institution
of higher education" (which described and outlined the whole process).
See the Educational Catalyst section of
this web site for ordering information.
The Seminar By The Sea (How to Create
a Successful Marketing Plan for Higher Education) is available for travel
to your campus. E-mail if you want information or send in the easy "I
want more information" form in The Seminar By The Sea section of this
web site. The 200 page Master Marketing Plan guidebook has received lots
of positive comments from past Seminar attendees, now actively using it
on their campuses.
Want to read a book about how to do it? See the Image Analysis book listed
in the Educational Catalyst Books section
of this web site. Use the handy order form you will find there. Happy reading!
Please contact the webmaster with comments or problems.
Last Update: 3/3/99 |