Projects
Brand Equity
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The Challenge: In the unique landscape of higher education, assessing brand impact presents a distinct challenge. Unlike more straightforward industries, higher education institutions are intricately woven into the fabric of various stakeholders' lives, impacting individuals and communities on multiple levels. This sector is characterized by ever-shifting market dynamics and the elusive nature of intangible assets like academic reputation. Our mission was to develop a methodology that enables these institutions to effectively gauge the influence of their brands. This endeavor aimed not only to drive transformative changes within the institutions and the broader educational field but also to equip Chief Marketing Officers with a data-driven, outcome-focused tool for strategic decision-making.
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The Process:
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​Our journey began with an in-depth exploration of brand health, equity, and trust, delving into existing methodologies and their application in diverse sectors. We conducted a thorough gap analysis to pinpoint what elements were lacking for higher education in these existing models.
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Furthermore, we engaged in insightful In-Depth Interviews (IDIs) with key stakeholders from various companies, aiming to understand their expectations and preferences for a brand equity metric.
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This valuable input guided us in formulating four specialized, hypothetical models, each tailored to meet distinct needs. To refine these models, we embarked on a second round of IDIs, seeking feedback and insights to ensure our solutions were aligned with the real-world requirements of higher education institutions.
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The Solution: We developed a model that quantitatively assesses the value imparted by higher education institutions to their stakeholders. This model uniquely measures the enduring brand impacts stemming from customer perceptions and institutional investments, offering a comprehensive view of the long-term benefits and influence of higher education."
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The Results: Minimal Viable Product (MVP) Currently in production.
Agile Market Research
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The Challenge: I identified key areas of improvement in our strategic approach. Historically, strategic and creative decisions were often made without robust quantitative testing, and when testing occurred, it was typically applied retrospectively to decisions already in place. Furthermore, our definition of success was constrained by narrow metrics that didn’t adequately tie back to brand performance, client objectives, or accurately reflect the emotions and behaviors of our target audiences. Recognizing these challenges, I sought out a solution that could be applied to client projects that doesn't interrupt the timeline and isn't cost prohibitive.
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The Process: In response to the identified challenges, my approach involved an extensive exploration and comparison of various market research platforms, focusing on their ability to offer agile and rapid research methodologies. After conducting a detailed cost analysis, I selected one partner that best aligned with our needs. Concurrently, I was laying the foundation within our agency for this new partnership. This involved crafting presentations that detailed the potential applications and benefits of this innovative research approach for our work. I projected the types of projects suitable for this method and estimated the potential revenue generation. Additionally, I initiated and completed three research trials, utilizing the results as case studies to underscore the practical value and impact of this type of research in our field.
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The Solution: Following approval, I spearheaded the development of a streamlined process in tandem with our project management team. This entailed creating detailed process documents and briefs to ensure a smooth workflow. In collaboration with our creative team, I also crafted a client-facing one-pager, effectively showcasing our new research offering. Furthermore, I formulated scoping and pricing guidelines for client contracts to clearly communicate our services. Working in close conjunction with the creative and digital teams, we identified optimal opportunities for implementing our research tests and strategized their most effective usage. To maintain efficiency and oversee the flow of research-related tasks, I established a daily internal stand-up meeting, keeping our team aligned and responsive to the demands of our innovative research approach.​
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The Results:
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In the initial nine months since implementation, this strategy generated an additional revenue of $100,000.
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Enhanced the utilization of our agency's services by 18%.
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Moreover, we successfully transitioned from our traditional quantitative concept testing approach to a more dynamic mixed methodology. This new method integrates qualitative focus groups with agile processes, enabling us to achieve faster and more comprehensive results.​
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Intelligence Capabilities
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The Challenge: Our agency had predominantly focused on primary research for insights, overlooking the potential of secondary research in areas where it could be more beneficial. This included understanding brand perceptions, gauging the public's perception of an institution post-crisis, and identifying fresh opportunities such as new academic program offerings or exploring untapped markets.
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The Process: In exploring the various secondary research options available, I identified social listening as a particularly valuable and useful source for all our clients. I carefully evaluated different social listening platforms, focusing on their capabilities, ease of use, and the total cost for usage and implementation. After selecting the platform that most effectively matched our needs and work style, I then began to strategize where and how we could best integrate this type of data into our processes.
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The Solution: Developed were specific use cases for social intelligence in the following areas:
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Brand Health Monitoring: This approach involves assessing and continuously tracking an institution's brand perception and online reputation, evaluating the effectiveness of marketing and branding strategies. It includes the identification and recommendation of Key Performance Indicators (KPIs) focusing on relevant entities, individuals, and influencers.
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Subject Area Analysis for Opportunities: This process conducts an in-depth analysis of various subject areas to identify potential opportunities and threats, particularly relevant for new academic programs or growth initiatives. It assists in prioritizing topics, key individuals, and influencers, thereby facilitating informed decision-making.
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Crisis and Issue Analysis: Designed for the early detection of emerging issues and potential crises, this method includes comprehensive analysis to recognize evolving trends and threats. It encompasses benchmarking against industry standards and peers, with an emphasis on evaluating operational and reputational risks.
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The Results: ​​​
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Enhanced the utilization of our agency's services by 10%.
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Moreover, onboarding this platform allowed us to democratize this type of data and other teams felt empowered to bring social listening data into their deliverables, deepening our data-driven culture. ​
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