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Challenge
The client is one of Canada's most prestigious educational institutions.
In an increasingly global educational market, it felt it needed to communicate
its strengths more effectively. It approached The Strategic Counsel
to provide research-based strategies for this repositioning.
Strategy
Our client wanted not only to establish a baseline for measuring the impact
of a repositioning among key stakeholders but also to develop new positioning
messages. We conducted a quantitative study with 500 key stakeholders,
including senior executives of top Canadian corporations as well as emerging,
high–growth companies; senior federal and provincial civil servants; leaders
of prominent non-governmental organizations; and alumni.
Results
The research identified the need for the university to change one small
but important element of its positioning to better reflect stakeholder
perceptions and expectations. It also identified two key themes to support
and enhance the new positioning. In addition, the research revealed that
particular regions within Canada are especially important for promoting
the university's reputation. We have now undertaken tracking research
to measure the effectiveness of the repositioning.
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