Learning. Leading. Campaign

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U n i v e r s i t y R e l a t i o n s
Learning. Leading. Campaign
Branding Campaign 3rd Year Market
Research 2002-2003
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U n i v e r s i t y R e l a t i o n s
Image Campaign Background

• Five-year, 5 million image campaign to
• Communicate UH achievements and increase
  positive awareness of UH
• Increase support for UH at local, state, and
  eventually national levels.
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U n i v e r s i t y R e l a t i o n s
Image Campaign Research Background

• Independent research firm conducted 800 phone
  surveys with key audiences in fall 2000, 2001,
  2002.
• Executives
• Community Leaders
• HR Managers
• Faculty/Staff
• Students
• Alumni
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U n i v e r s i t y R e l a t i o n s
Image Campaign2000 Research Results

• First year researchdesigned to set the baseline
  and measure general recall.
• Message recall from those who saw the ads
  higher than anticipated.
• More than 2/3 of Community Leaders and
  Faculty/Staff
• About half of Students, Alumni and Key
  Executives
• 25 recall of key messages after first year
  considered very good.

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U n i v e r s i t y R e l a t i o n s
2001 Research Results

• UH brand and advertising awareness improved
  most notably among Key Executives and Human
  Resource managers.
• Total unaided awareness rose for
• Key Executives from 48 to 55
• Human Resource Managers from 57 to 75

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U n i v e r s i t y R e l a t i o n s
2001 Research Results

• Recognition for Quality Education increased
• From 20-30 percentage points for all groups
• Recognition of Quality Faculty increased
• From 20-30 percentage points for all groups
• Opinion of UHs Economic Impact increased
• From 10-20 percentage points for all groups
• Faculty/Staff only group that decreased in ad
  recall

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U n i v e r s i t y R e l a t i o n s
2002 Research Results

• Institutional awareness increased again,
  particularly for Key Executives
• Brand awareness for UH 1 with all audiences
  except Community Leaders (2 to UT)
• Image now equal or better than other Texas
  Universities in areas of
• Quality employees
• Importance to economy
• Source of community leaders

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U n i v e r s i t y R e l a t i o n s
2001 Research ResultsHouston Economic Importance

• Advertising awareness also up for all but
  Community Leaders
• Faculty/Staff ad recall now matches other
  audiences
• Quality issues compared to Rice, UT, AM
  dropped from 2001 but still higher than 2000

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Ad Message Recall Comparison
Base consists onlyof the respondentsaware of UH
advertising
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U n i v e r s i t y R e l a t i o n s
Areas Needing Increased Attention

• Solved 2001 Faculty/Staff decrease in recall of
  overall campaign messages by increasing
  advertising on campus.
• Looking at reinforcing quality faculty issues
  in next round of campaign.
• Plan to refresh look of campaign in 2003-2004

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U n i v e r s i t y R e l a t i o n s
Recognition of Campaign

• 17 awards won by campaign
• 4 local, including best PR program in Houston
  and best Marketer in Houston (2001)
• 7 regional, including Gold in radio programs
• 3 national Telly Awards for outstanding
  television commercials
• 3 international awards, including top business
  communicators award for institutional marketing
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U n i v e r s i t y R e l a t i o n s