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WB's Branding Process Continues
Participation by many groups proceded very well during the first two weeks in June as focus group interviews were completed for the College's name change/branding project. Every participant contributed valuable feedback and helped to make the process work. Taped interviews with groups included representatives from members of the Board of Trustees, individual administration members, the President's Cabinet, the Publications/Name Change Committee, the Academic Council, the Strategic Planning Committee, student officers, staff, faculty, and two alumni groups. In all, 21 hours of interviews have taken place.
Phone interviews by the staff of the project's marketing firm began in late June with outside constituents-donors, pastors, youth pastors, parents and prospective students, and will continue through much of July. The resulting information about constituent perceptions will give us an emerging picture of the college's image in the marketplace. According to Steve Hunt, WB's Vice President for Marketing, the marketing group has been pleased with the outcome thus far. The group feels that the one overriding trait that characterizes Western Baptist is the "tap root of spiritual focus." All else that characterizes the college grows out of that important reflection of its core values.
"I was impressed with the recurring theme of 'perception.' It became clear by the end of the study that each of the stakeholders had their own perception of what they felt Western Baptist College was," Hunt said. "It was their grounding--it reflected the sum total of their personal experience with the College to date."
Steve was also pleased that the majority of the perceptions were not only around a common theme, but were quite accurate as he understood the College's organization and mission. "It reminded me of the purpose of our project--to gently shape and reshape the public perception of our target audiences. It is our goal to convey accurate and focused information that reflects our foundational qualities as well as our newest attributes."
The interviews were transcribed and will be used to analyze all of the input to date. The marketing firm's personnel will be spending plenty of time reviewing the transcripts and compiling data to assist in creating an accurate picture of the college and its subsequent branding. |
