Marketing Research Highlights (2014)

This information from 2014 established a benchmark, which Miami will measure again in 2017.

Goal: By 2017, increase the percentage of participants recognizing Miami for "successful graduates" and "focus on teaching undergraduates".

Most descriptive attributes for Miami



Goal:
By 2017, maintain and increase the competitive advantages, specifically "focus on teaching undergraduates" and "good value".

Comparing Miami to competitors (inquirers vs non-inquirers) graphic



Goal: By 2017, maintain and increase the competitive advantages, specifically "focus on teaching undergraduates" and "good value".
Comparing Miami to competitors (parents) graphic

Definition of Public Ivy

Goal: Marketing and web materials will utilize full logo establishing Oxford, OH as Miami's location; in the short term, continue emphasizing Ohio's Public Ivy to affirm location.
Referring to Miami in conversation

Findings regarding creative



Goal: Continue to review web diagnostics for all top tier sites and make improvements based on findings.
Reactions to Miami's new website are overwhelmingly positive



Goal:
 Conduct annual focus groups to obtain feedback on Miami's viewbook.
Miami's view book received rave reviews



Goal: Continue to use Miami's brand promise as a touchpoint for all messaging.
Miami's brand promise (summary)


Goal: Increase the emphasis on Miami's academics and outcomes.
Appealing attributes (inquirers, non-inquirers)

Types of students at Miami word cloud

Types of students at Miami word cloud (counselors & employers)

Important characteristics for college grads (employers)

Characteristics of Miami graduates (employers)



Goal: Increase media buys to two per year and maintain year-round presence to continue to grow reputation.
Miami's national reputation in the last 5 years



Goal: These skills will be emphasized in all marketing messages.
Attributes that should be highlighted in marketing materials