Transcript Presentation - University of Washington

University of
Washington Bothell
Campus
Stakeholders Faculty and Staff of
UWB
Presented by:
Sabrina Harris
Jui-Ching Huang
Abby Lam
Kristine Matheson
Jackie Narvaez
Topics
Method used for Qualitative research
Common issues
Controversial issues
Recommendations
Questions
Methodology
One on one confidential interviews
10 faculty and 10 staff
Sample Question:
-Do you feel any responsibility to educate
students about UWB?
Do you feel UWB has name recognition
in the Seattle area?
Issues affecting UWB
Brand
Cascadia and Bothell awareness
Website quality
Entrance standards
Alumni
Marketing
Cascadia and Bothell
Cascadia received a lot more publicity
since the grand opening than UWB
UWB is perceived as part of Cascadia
Controversial Issue
Cascadia positive or negative influence?
“Cascadia students are familiar with the
campus and more likely to transfer to
UWB.”
“ In terms of image of the community it
harms us because people think you are
part of CCC.”
Website Quality
Homemade
Non-needed links
Complicated
Poor picture quality
Highlight of
Attributes
Website Quality
Which one is better?
Controversial Issue
Should we Increase entrance standards?
“Entrance standards should stay the same
because we get many mature students who
goofed off …. Now they are more dedicated
students.”
“Entrance standards should be tougher.”
“We should increase them so we can become
stronger, because there is a perception that
we’re second.”
Alumni
Alumni Program
Alumni awareness at UWB
Scholarship
Successful Graduates in big
corporations
Marketing Strategy
Marketing Tools
Marketing Target Segment
Marketing Budget
Marketing Staff
Straight from the
stakeholders
“The marketing responsibility has fallen
on the shoulders of people without
marketing skills.”
“UWB cannot afford to not utilize media
and if they see the results they will
spend the money on media.”
Recommendations
Market positive
attributes of UWB
New Website
Improve partnership
with UWS and UWT
Increase entrance
standards
Increase marketing
budget/ Marketing
Staff
Offer more classes
Ensure UWB is
distinct from
Cascadia
Awareness from
faculty
#1 RECOMMENDATION
CREATE A SLOGAN THAT IS EASY TO
RECOGNIZE AND EASY TO RECALL
“QUALITY STANDS ON IT’S OWN!”
Questions?
Thank you!