CASE STUDY
HIGHER EDUCATION
BRAND/REPUTATION MANAGEMENT
Reference Case Study:
UNIVERSITY OF OKLAHOMA PRICE SCHOOL OF BUSINESS
CHALLENGE & BACKGROUND
For several years, WPA conducted comprehensive brand management and
leadership campaigns for the University of Oklahoma Price School of Business,
designed to create an implementation plan to build the brand and reputation of
the Price School of Business. The goals in mind were to:
• Measure initial brand and attributes
• Develop communication campaign
• Develop measurements of success
• Provide clear next steps to solidify the brand
WPA SOLUTIONS & OUTCOME
Utilizing primarily online and telephone surveys, WPA conducted over 4,500 interviews of
current students, prospective students, alumni, deans, media, and recruiters, with surveys
varying in length from 17 to 72 questions. Over 225,000 data points were collected for
analysis between the projects. Furthermore, WPA conducted a complete analysis of
marketing materials provided by OU in comparison to its peers in order to establish the
success of OU marketing materials in the following areas:
• Appearance
• Cohesiveness
• Clarity
• Content
• Persuasiveness
WPA successfully provided the Price School of Business with a thorough understanding of
how it is viewed relative to its peers. Utilizing Message Mapping™ and advanced targeting
analysis, WPA provided the Price School of Business with a roadmap to improve its image
among key stakeholders. WPA provided the Price School of Business with the tools to
create a successful brand that accomplished the following objectives:
•
•
Singular and Direct Promise
Personal and Emotional
•
Competitive, Distinctive, and Appropriate
to OU Price School of Business
To discuss having your project featured as a WPA educational case study contact stsoodle@wparesearch.com
•
•
•
Relevant and Timely
Focused on Specific Target Audience
(people, thing, geography)
Generates Genuine Enthusiasm Among All
Stakeholders
•
•
Creates an Institution-Wide Commitment
to its Fulfillment
Allows the Institution to Deliver Value to
the Marketplace
After the successful engagement with the Price School of Business other
Colleges and departments in the University of Oklahoma have followed suit and
subsequently commissioned research from WPA. WPA has been commissioned
to perform arena design and positioning research, stadium expansion project
research, and season ticket holder customer satisfaction surveys for the
basketball and football programs.
TO TALK WITH WPA ABOUT YOUR
RESEARCH PROJECT VISIT
wparesearch.com/getstarted To discuss having your project featured as a WPA educational case study contact stsoodle@wparesearch.com