My post will reference answers to the 10 questions in regards to the College of Architecture and Design (CoAD) at Lawrence Technological University (LTU).
What are your objectives?
LTU’s main objectives are to increase brand awareness,
reputation, and most importantly, enrollment.
Who are your programs target audience?
LTU’s target audience includes: high school aged students,
their parents, high school guidance counselors, art teachers, potential donors,
and our own alumni.
What is most important to your audience?
The most important thing to our audience seems to be the
ability to find the information they are looking for, quickly. This being said,
our website needs to be easy to navigate and very user friendly. There is a
very limited amount of patience most people have when they are looking for
information. If it cannot be found on our site in a matter of seconds, then
users are likely to go elsewhere.
What motivates them to buy your product?
People attend LTU for various reasons. For some, a family
member attended, others select us because we happen to have the program they
want. There are times when we are selected because of the level of attention
prospective students receive during the recruiting process.
What are your key messages?
The College of Architecture and Design (CoAD) at LTU’s key
message, is that we are a practice-oriented school. If your desire is to become
a practicing architect, interior architect, graphic designer, game artist, or a
sustainable urbanist, we are the school for you!
Who influences your audience?
Our audience is influenced by a variety of different
factors. Some major influences include: television, radio, friends,
parents, teachers, encounters with random strangers, school counselors and
various family members.
How do you distribute your product or service?
Our product (education) is distributed in classrooms,
online, and via study abroad programs.
What will you do with the information from the research?
The research information will assist in helping to develop a
more target marketing strategy.
What other departments or areas will be affected?
The strategy would in some way, affect the entire university
because of its impact on enrollment. If successful, it could eventually
implemented university wide.
What other measurement programs are currently underway?
In our college, we currently utilize Facebook metrics for
our CoAD page. It assists us in gauging the effectiveness of our social media efforts
on their site. As far as what the university as a whole uses, I am not privy to
that information, but I would be very surprised if they did not have any type
of measurement tool implemented.
Hi Ali, I found it interesting that older students aren't in your audience. Are most of your enrolled students directly out of high school? What about those who go back to school after working for awhile or come to LTU from a community college? (just curious)
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