AGENDA ITEM: VI C
Florida Polytechnic University
Board of Trustees
Strategic Planning Committee
Monday, March 17, 2014
Subject: Florida Polytechnic University’s Brand Development Project (Update)
Proposed Committee Action
No Action Required – Information Only
Background Information
Florida Polytechnic University is working in collaboration with Boston-based marketing firm
FuseIdeas on development of the University’s main brand identity and style guide.
The project is comprised of two phases: comprehensive research and brand/identity
development. On February 26, 2014 FuseIdeas presented the results of quantitative and
qualitative market research conducted as part of the project’s initial phase.
The qualitative portion of the research surveyed 300 high school juniors and seniors interested in
attending a four-year university and majoring in a STEM field and 300 parents of such students
in the Southeast region.
Objectives of the study were to evaluate:
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Florida Polytechnic University’s competitive set
Awareness and perceptions of Florida Polytechnic University
The importance of various college decision making factors
The impact of various Florida Polytechnic University potential messaging statements
The interest in various communication channels
Highlights of the report include:
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In a measure of top-of-mind awareness of STEM colleges and universities, Florida
Polytechnic University was named by 1.7% of students, but no parents.
The top schools being considered by students are: University of Florida, Florida State,
University of Central Florida, UNC, Georgia Tech and the University of Georgia.
Florida Polytechnic University is being considered by an average of 1% of those
surveyed.
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The top factor considered when choosing a college or university by both students and
parents is “A school that offers the most advanced education and practical training in
areas such as science, technology, engineering and mathematics” (#1 or #2 factor by
29.3% of students and 37.7% of parents).
Aided awareness levels of the six universities tested are highest for Florida State, the
University of Florida and Georgia Tech. MIT and Cal Tech have lower awareness levels,
particularly among students. Florida Polytechnic University has an awareness level of
36.7% among students and 41.0% among parents.
The most frequently cited ways that students became aware of Florida Polytechnic
University include: College Fair (36.4%), email (32.7%), friends/relatives/word-of-mouth
(30.9%), college website search (28.2%), social media (27.3%), news and/or advertising
(25.5%), guidance counselors/school (21.8%) and printed materials/by mail (13.6%).
Parents are most likely to have become aware of Florida Polytechnic University through
college website searches (31.7%), friends / relatives / word-of-mouth (31.7%), news
and/or advertising (25.2%), social media (22.8%), and college fairs (21.1%). Less
common ways that parents became aware of Florida Polytechnic University are guidance
counselors / school (17.9%), printed materials / by mail (14.6%), and email (7.3%).
Nearly one-fourth (23.6%) of the students answering this question (N=110) indicated that
they have already or are planning on applying to Florida Polytechnic University. While
an additional 14.5% of students are considering attending the school, 38.2% indicated
that they might consider this option. Twenty percent (20.0%) of students said that they
will “probably not” consider attending Florida Polytechnic University, while only 3.6%
of students indicated that they would “definitely not” do so.
A lower proportion of parents answering this question (N=123) indicated that their child
has already or is planning on applying to Florida Polytechnic University (8.9%). While
an additional 21.1% of parents said that their child is considering attending the school,
40.7% indicated that their child might consider this option. Twenty-two percent (22.0%)
of parents said that their child will “probably not” consider attending Florida Polytechnic
University, while only 7.3% of parents indicated that their child would “definitely not”
do so.
The top reasons why students might or aren’t considering Florida Polytechnic University
are: location / too far away (23.5%), still unsure / still might consider it (19.1%), have a
different top choice of school (10.3%), just not a good fit (8.8%), and don’t know much
about it (7.4%).
The primary reasons parents gave for their child not considering attending Florida
Polytechnic University are: still unsure / still might consider it (23.3%), have a different
top choice of school (20.9%), location / too far away (16.3%), don’t know much about it
(10.5%), tuition concerns/out-of-state (8.1%), and not well-known (5.8%).
Approximately two-thirds of students (67.3%) and more than half of parents (57.7%)
indicated that they are aware that Florida Polytechnic University is the newest university
in the State University System of Florida.
Awareness that Florida Polytechnic University is the newest university in the State
University System of Florida is highest in both samples among those who reside in
Florida (72.7% students, 75.4% parents).
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Among students, the top (unaided) words or phrases used to describe Florida Polytechnic
University include: new (13.6%), fun / awesome / cool (11.8%), good education / highly
rated (8.2%), excellent / great / fantastic (8.2%), very technical / technology (7.3%), and
good (5.5%). Other words/phrases used by at least 4 respondents each include: interesting
(4.5%), great new opportunity (3.6%),
innovative (3.6%), in Florida (3.6%), modern / up-to-date (3.6%), appealing / nice
(3.6%), will help students be successful (3.6%), and beautiful / lovely (3.6%).
Among parents, the top (unaided) words or phrases used to describe Florida Polytechnic
University include: new
(15.4%), very technical / technology (10.6%), modern / up-todate (10.6%), innovative (6.5%), and excellent / great / fantastic (5.7%). Other common
answers include: good education / highly rated (4.9%), advanced (4.9%), too new / a lot
to prove / little known (4.9%), and good (4.1%).
Among students, the most cited strengths of Florida Polytechnic University include:
technology / high tech (12.7%), good education (10.0%), brand new (9.1%), good
professors / faculty (8.2%), and looks like a good school (8.2%).
The top strengths identified by parents include: technology / high tech (12.2%), good
professors / faculty (8.1%), new/21st century campus (8.1%), innovative / state-of-the-art
(7.3%), and good education (6.5%).
Among students, the most cited perceived weaknesses of Florida Polytechnic University
include: new / not established (9.1%), location (8.2%), poor student/teacher ratio (3.6%),
too fast-paced (3.6%), limited majors (2.7%), and mathematics (2.7%). It is important to
note that 15.5% of students indicated that the school doesn’t have any weaknesses that
they know of, and 18.2% were unsure.
The top perceived weaknesses identified by parents include: new / not established
(16.3%), location (8.1%), tuition is too high (out-of-state) (4.1%), and not yet finished
(2.4%). Similar to the student sample, a high percentage of parents indicated that the
school doesn’t have any weaknesses (32.5%) or that they were unsure (29.3%).
The top five messaging statements tested (for both students and parents) are: 1) “...a
jobs university, where you graduate w/ highly competitive skills in a field that is in
demand.” 2) “...a university that has strong partnerships, including co-ops w/ industry
leaders, so that your education prepares you to make an immediate impact upon
graduation.” 3) “...a university where you receive significant tuition support.” 4) “...a
university with new and advanced facilities, labs, and learning technology.” 5) “...where
advanced academic learning & applied, hands-on learning go hand-in-hand.”
Students and parents are most interested in learning about a college in the following ways
during the college admission process: 1) Visit during an open house or campus tour
(63.0% for students, 83.0% for parents), 2) Learn about academic program offerings on
the web site (58.3% for students, 81.7% for parents), and 3) Speak with a faculty member
about a subject area of interest to you / your child (61.0% for students, 77.0% for
parents).
The method that students and parents showed the least amount of interest in terms of
learning about a college during the college admissions process is sending an email to an
admissions staff member (41.7% for students, 58.7% for parents).
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Next Steps:
FuseIdeas is moving forward with the project by creating some preliminary logos and brand
elements based on research results. They will present these to Florida Polytechnic University’s
leadership and external communications leaders for input and revision.
The expected timeline for total project completion is 6-8 months with a goal of launching a datadriven brand and style guide by May 2014 in time for the opening of our Innovation, Science and
Technology Building and the welcoming of our inaugural class.
Project History:
On September 24, 2013, Florida Polytechnic University issued a public invitation to negotiate
seeking a vendor or vendors to assist with market research and creative development of the
University’s main brand. The Branding ITN Evaluation Committee received 15 responses. After
an initial evaluation of written proposals, the Committee shortlisted five potential vendors that
delivered in-person presentations to the Committee October 16-17, 2013. Following that process,
the Committee requested additional information from two vendors who met with the Committee
again via Skype on November 7, 2013. On November 8, the Committee reconvened and
unanimously selected Boston-based firm FuseIdeas to complete both Parts A and B of the
project.
The Committee considered the following criteria in their evaluation:
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Creativity of approach and quality of service to University
Firm background, experience and references
Cost breakdowns
Schedule
FuseIdeas stood out to the Committee above all other candidates because:
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The presented – by far – the most data driven approach to brand development and
demonstrated the most experience with market research and data analysis
They have significant experience in the higher learning sector with brands such as
William Patterson University, Northeastern, National Geographic Learning and Pace
University as well as experience with industry brands known for innovation such as
Adidas, HBO and National Geographic
They have experience launching a new brand from the ground up, and they understand
Florida Poly’s unique position as a cutting-edge university
The total cost of their proposal comes under our budget by about 10% at $225,000
FuseIdeas is also aware of our timeline, and is committed to working within that
schedule.
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Project Scope:
The full scope of the brand development project includes:
Part A: Comprehensive Research
Deliverables may include all or part of the following based on final negotiations:
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Survey parameters
Design of research instruments
Survey programming
Sample and field management (incentives, fulfillment, etc.)
Necessary coding
Comprehensive written analysis of the research findings, including implications of
findings for Florida Polytechnic’s brand positioning
On-campus presentations to internal constituents outlining research findings
Recommended strategies for benchmarking and metrics to monitor progress
Part B: Brand/Identity Development
Deliverables may include all or part of the following based on final negotiations:
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Development of market strategies and proposed solutions
Testing of proposed strategies
Lead and guidelines in development of marketing strategies
Recommendations for design and message adaptations to new website
Graphic identity logo and standards manual
Fiscal Impact: $225,000 (The approved budget for branding is $250,000)
Supporting Documentation: None
Prepared by: Crystal L. Lauderdale, Director of Marketing and Communications
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