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Presented by the branding committee
(subcommittee of the image committee)

www.uwplatt.edu

Brand Survey

Five target audiences with the survey tone
addressed to these audiences

• Current undergraduate students – 2,000
• Current students’ parents or guardians – 1,985
• Guidance counselors in the tri-state areas - 391
• Current faculty and staff - 705
• Alumni, donors, volunteers and friends of the
university – 396

5,477 total surveys sent out

www.uwplatt.edu

What do you think our brand is?

www.uwplatt.edu

A brand is a…

… or any other feature that identifies one
seller's good or service as distinct from
those of other sellers.
www.uwplatt.edu

Completed Timeline

 Tue, Oct 16 – IRB report in for approval or recommended changes
 Tue, Oct 30 – survey begins for test group
 Fri, Nov 2 – responses from test group due
 Mon, Nov 5 - evaluate the test group/ redesign
 Tue, Nov 6 - IRB submission for approval of changes
 Wed, Nov 14 – full survey out
 Thu, Nov 15 – 24 hour response rate at 16% or 773/5,477
 Sat, Nov 24 – ten day responses due/ incentive drawing I
 Tue, Dec 4 – twenty day responses in/ incentive drawing II

December 2012 – Tabulate results
 Use criteria for qualitative and quantitative data

www.uwplatt.edu

Random Prize
Drawings 10 day drawing
Parking pass Sat, Nov 24 – 36 prizes
iPod Nano
Personalized Commemorative Brick 1,233 respondents/ 5,477 sent =
Points on card ($100 & $50 values)
Book of 20 Adult Athletic Tickets 24.2% response rate
Two sets of two tickets to a performance
of your choice
Two professional university
photographs
Two stadium throw blankets in a bag 20 day drawing
Four mascot and ten admission t-shirts
Ten foam axes Tue, Dec 4 – 36 prizes
20 Pioneer Pete magnets
10 window clings
Two candy jars
1,437 respondents/ 5,477 sent =
Two university football helmets 28.8% response rate (final)
One university mug

Winners will be announced Dec 5

www.uwplatt.edu

Top words at this point in time are:
Some core questions
asked include: Academic Beautiful Engineering
Accessible Community Friendly
What three words or Affordable Education Good and great
phrases would you use
to describe the Growing Quality Rural
university?
Safe Small campus/ class/ school
What three things do
you like best about the Three things liked are:
university? Accessibility Class size Faculty
There was over 1,500
Affordable Clean Friendly
responses on the three Campus Close to home Location
words or phrases and
close to 1,700 Low cost People/ Personal Safe
responses to what they Size Small campus/ class/ school
like best. These are still Students
being sorted.

*This data is still being
evaluated.
www.uwplatt.edu

Core academic ratings
Perception is that these academic attributes
best describes us well or very well:
1 Good chance of being accepted – 96.75%
2 Faculty/ student ratio – 93.42%
3 Small class size – 92.77%
4 Accessible faculty – 91.26%
5 Hands-on learning – 89.26%
6 Quality of faculty – 88.20%
7 Wide variety of majors – 85.40%
8 Career placement opportunities – 84.24%
9 Field experience – 82.99%
10 Quality technology across campus – 82.51%

www.uwplatt.edu

Core academic ratings
does not describe us well or very well:
1 Prestigious reputation – 69.76
2 Undergraduate research opps – 70.17%
3 Faculty/ student ratio – 71.10%
4 High impact practices – 75.95%
5 International study opportunities – 78.69%
6 Transition support for new students – 78.80%
7 Offer a distinctive education – 80.61%
8 Offer an innovative education – 80.78%
9 Opportunities to become effective business and
community leaders– 82.34%
10 Field experience – 82.99%

www.uwplatt.edu

Core nonacademic ratings
best describes us well or very well:
1 Friendly atmosphere – 94.64%
2 School size – 94.12%
3 Textbook rental program – 93.25%
4 Campus is safe – 92.64%
5 Affordability (good value) – 91.44%
6 Attractive campus – 89.79%
7 Variety of student clubs, organizations and
intramurals – 89.14%
8 Fitness and recreation – 87.68%
9 Support services – 85.86%
10 Housing is available on campus – 84.95%

www.uwplatt.edu

Core nonacademic ratings
does not describe us well or very well:
1 Culturally diverse – 58.56%
2 Social life – 72.51%
3 Food options – 74..08%
4 Dining facilities – 76.11%
5 Proximity to home – 78.65%
6 Job placement support – 79.28%
7 Family influence on education – 79.82%
8 Availability of financial aid –80.11%
9 Environmental awareness – 80.32%
10 Campus events – 81.47%

www.uwplatt.edu

Words or phrases options to choose from…
 Global  Accessible  High quality
 Intelligent  Spirited  Applied
 Friendly  Rural/ small town  Engagement
 Midwestern  Challenging  Progressive
 Safe campus  Unified  Growing
 Comprehensive  Sustainable  World class education
 Beautiful  Experiential learning  Academic
 Approachable  Valuable  Undergraduate research
 Pride  Suitcase college  Close to home
 Artistic  Affordable  Fun
 Relevant  Anyone can get in  Student centered/ focused
 Passionate  High tech  Committed
 Appealing activities  Competitive  Optimistic
 Diversified  Innovative  Creative endeavors
 Involved  Excellent  Economical
 Conservative  Support services  Nurturing
 (STEAM) Science Technology  Male/ female ratio  Tradition
Engineering Agriculture and  Athletics  Pioneers
Mathematics  Environmental

Respondents’ chose up to ten of these options.
www.uwplatt.edu

Top ten…

words or phrases the respondents would use to
describe University of Wisconsin-Platteville

1 Friendly - 64.54% 6 Affordable – 39.69%
2 Rural/ small town – 63.1% 7 Growing – 38.70%
3 Midwestern – 62.19% 8 Approachable – 34.04%
4 Safe campus – 49.88% 9 Student focused – 24.98%
5 STEAM (spelled out) – 10 Beautiful – 24.08%
40.72%

www.uwplatt.edu

Bottom ten…

words or phrases the respondents would use to
describe University of Wisconsin-Platteville

1 Unified – 1.15% 6 World class education – 3.76%
2 Artistic – 1.99% 7 Undergrad research – 4.27%
3 Global – 2.40% 8 Spirited – 5.35%
4 Engagement – 2.79% 9 Optimistic – 5.60%
5 Nurturing – 3.59% 10 Passionate – 5.75%

www.uwplatt.edu

What are we known for?
1 Engineering – 81.05%
2 “M’ – 66.48%
3 Rural/ small town – 57.74%
4 Agriculture – 42.88%
5 Criminal Justice – 40.22%
6 Bo Ryan – 35.54%
7 Tri-State Initiative – 34.47%
8 Chicago Bears - 30.93%
9 Male/ female ratio – 30.87%
10 Education – 29.75%

www.uwplatt.edu

What are not known for?
1 Efficiency – 2.67%
2 Pioneer Pete – 2.93%
3 Graduate program – 4.63%
4 Business Admin – 5.26%
5 Biology – 5.41%
6 The Exponent – 5.43%
7 Online learning – 5.85%
8 Party school – 5.96%
9 Industrial studies – 9.83%
10 Local – 10.08%
11 Athletics – 10.81

www.uwplatt.edu

Proposed mission: 87.85% of the respondents thought
The University of that the proposed mission was easy
Wisconsin-Platteville
promotes excellence
to understand and it was well
across a broad spectrum of written.
disciplines-from STEM
programs and criminal
justice to agriculture and
the arts. We use a hands-
on, personal approach to
With over 500 written responses,
empower each student to the biggest concern was that a
become broader in
perspective, intellectually significant number did not
more astute, ethically more
sensitive and to contribute
understand what STEM is.
wisely as an accomplished
professional and
knowledgeable citizen in a
diverse global community.
This is an opportunity to provide
education internally and externally
on the acronym.

www.uwplatt.edu

Proposed
vision: 87.85% of the respondents thought
that the proposed vision was easy
Achieving Excellence . . . to understand and it was well
Creating Opportunities . . . written.
Empowering Each
Individual
There were nearly 400 comments
written in on this portion, but a good
amount of them were satisfied with
the vision.

Additional data will be collected and
reported on this in the near future.

www.uwplatt.edu

Demographics
Parents: 72% male/ 26% female/ 1.63% no answer

Alumni: 37% male/ 61% female/ 1.6% no answer

Faculty/ staff: 32% male/ 59% female/ 9% no answer

Students: 58% male/ 41% female/ .6% no answer or transgender

School counselors: 35% male/ 62% female/ 2.8% no answer or
transgender

Overall 35% were male, 62% female,
2.7% prefer not to answer and .06% transgender

www.uwplatt.edu

Marketing and focus groups
 Of those surveyed, 85% prefer to get their
information on a campus visit
 75% go to individual websites
 56% of respondents hear about us through word
of mouth

246 respondents stated that they would like to
participate in a focus group and provided their
contact information.

www.uwplatt.edu

Other information
We have additional information as it pertains to the
audience. This will be used for comparative data
and/ or given to the area that would most need it
for data collection purposes.

A survey will be conducted annually to develop
comparative data. The next audience is the
community and surrounding areas.

www.uwplatt.edu

Questions?

www.uwplatt.edu

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UW-Platteville Branding Survey Results

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Editor's Notes