Case Study
Bowie State University's Strengthened Institutional Brand
Challenge
Bowie State University, the oldest Historically Black College in Maryland and one of the ten oldest in the country, wanted to assess its current brand and marketplace position to develop strategies which strengthen the institutional brand and reputation.
Approach
PeopleMetrics designed a multi-pronged approach to gather information from internal and external audiences using interviews, focus groups, and survey research.
Topics of these studies included how to grow student recruitment, enhance relationships with alumni, increase community engagement, and build pride on campus with unified messaging and a shared understanding of the institutional brand.
Outcome
As growth was being managed, a gap was created between brand perception and what was happening on campus.
Using the results from our study, Bowie State was able to create a brand position that not only upheld the university's strategic plan, but also capture the fortitude and attitude that has guided BSU through 155 years of adversity and achievement.