Utilizing In-Depth Interviews and Focus Groups to Advance Your Branding and Marketing Strategies

Thursday, May 15, 2008
2:00-3:30 PM ET

Strategically branding and marketing your institution, unit, or program requires sound market research and analysis. Without it, you are just relying upon your institutional intuitions and assumptions to guide you in the right direction.

SimpsonScarborough is a strategic consulting firm that has helped hundreds of universities and colleges conduct marketing research studies to reveal and assess their current brand image, and to help position them on the path towards their desired brand identity. In this seminar, you’ll learn about how to utilize focus groups to collect precious insights and feedback on your key audiences and stakeholders in order to enhance your branding and marketing strategies.  

Learn the elements, steps, trade-offs, and pitfalls you need to consider in conducting qualitative research; how you can ensure your research is ‘sound’; what your options are for getting your in-depth interviews and focus groups completed within your budget and timeframe; and most importantly, how to ensure your qualitative research will provide you actionable findings that will achieve buy-in amongst your campus colleagues and ultimately drive your desired results.

This seminar is the third part of a three-part series, of which the first two sessions cover branding your institution, unit or program, and utilizing surveys to advance your branding and marketing strategies.
Participation in all three is not necessary, but is encouraged.

This seminar is part 1 of a 3 part series. Register for 2 or 3 seminars and receive special discounted pricing

1. Branding Your Institution, Unit, or Program
   Thursday, March 13, 2008
   
   
2. Utilizing Surveys to Advance Your Branding and Marketing Strategies
   Thursday, April 17, 2008
   
   
3. Utilizing In-Depth Interviews and Focus Groups to Advance Your Branding and Marketing Strategies
   Thursday, May 15, 2008

Presenter

Elizabeth Scarborough
President and Partner
SimpsonScarborough

Who Should Attend

• Presidents/CEOs and deans
• Vice presidents of advancement/marketing
• Directors of admissions, development, alumni relations, and communications
• Campus marketers and market researchers

Benefits of Attending

• Gain knowledge on developing, conducting and utilizing in-depth interviews and focus groups to advance your branding and marketing strategies
• Hear examples of focus group studies, conducted both in-person and online
• Explore qualitative research solutions to meet your research, branding and marketing needs
• Learn to be your campus’s market research, branding and marketing guru!

Sponsored by the Council for Advancement and Support of Education in conjunction with KRM Information Services, Inc.

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