As noted earlier, CSUCI is well underway with our Integrated Marketing Communication Plan (IMC). This is especially important in relation to our organizational development, with a specific focus on better establishing our academic and institutional identity, the distinctive features of a CSUCI education, and how we serve our region through our post graduate outcomes. Phase I of this work commenced In Spring 2022, with ADV Market Research & Consulting conducting brand market research by collecting and analyzing both qualitative and quantitative data from a variety of internal and external campus stakeholders. Their initial analysis has been extremely beneficial and has identified clear actionable data points. Key findings include the following:
- The majority of high school counselors were not able to assess CSUCI on several outcomes, including academic-related qualities
- Only 15% of high school counselors indicated that they knew CSUCI “extremely well”
- Student life was mentioned as an opportunity for improvement for both residential and commuter students – i.e., it is not solely an issue among commuter students who often feel less connected to campus life than residential students
- Faculty and staff tend to be more critical of CSUCI than other stakeholders. This is uncommon in ADV’s experience
- Current students and alumni agree that they would like to see CSUCI improve its reputation for affordability, student life, and professional preparation. Faculty and staff, on the other hand, want CSUCI to have a stronger reputation on academic quality and campus facilities. And faculty and staff also want to see CSUCI have a stronger reputation for professional preparation
- Alumni are most likely to recommend CSUCI
- An impressive 87% of students would choose CSUCI again if given the chance. This is among the best results ADV has ever seen for this question and speaks to a high level of satisfaction and pride among CSUCI students
We are currently in the midst of Phase II of this work, which included a more advanced thematic analysis of the survey data to inform our brand foundation moving forward. Not surprisingly, the recommendations indicated that as a 20-year old institution, “CSUCI has only started to develop a clear and powerful brand,” and much work needs to be done in relation to the long-term strategic success of the University. One of the most powerful findings was that CSUCI should extend “far beyond the current brand introduction where you define yourself as student centered, innovative and creative – little in the research we have just completed would hint at the latter two, and student centered is superfluous as every college of university exists for that very reason.” Currently, CSUCI is described as a “fine affordable and convenient university for students who want a supportive and welcoming environment.” Obviously, these are not positions of strengths and stronger and clear academic outcomes and success would make a significant difference. As such, this data indicates that “focusing on outcomes/success and its supporting attributes and actions is needed to become the appropriate tope of mind associations with the University.” In addition, “between lack of awareness about this success from external audiences and internal both, nothing is more important to prove. And you may well have a powerful story to tell about life after CSUCI, but even stakeholders don’t know and/or believe this.”
This process has demonstrated how vital this work is to our long-term strategic success, especially in relation to the organizational development and dynamics noted throughout this report and our current work more rigorously examining our post-graduate outcomes. ADV will be engaging all aspects of our campus community in this work to firmly establish and finalize our brand foundations before moving into the official launch of the brand into the market. In addition, and directly related to Phase II of this process, we have also contracted with Beacon Technologies to conduct a web audit, which will inform our web redesign scheduled to begin in Spring 2023.