DAAP Themes: College of Design, Art, Architecture and Planning

Communicating the unique value of the University of Cincinnati's College of DAAP

client: University of Cincinnati's College of Design, Architecture, Art and Planning (MS- Marketing Capstone Engagement)

project role: student consultant

outputs: Consumer Insights / Brand Equity Pyramid / Value Proposition / Communications Strategy

project objective

The new communications strategy generated from this project was meant to appeal to prospective undergraduate and graduate students, faculty, alumni, and the UC Foundation / Office of the Provost.

methodology

Alumni were contacted via phone, email, and informal conversations and face-to-face depth interviews.

Faculty were interviewed through a series of in-depth interviews and one focus group.
Student insights were collected through a combination of email surveys, print surveys, and face-to-face depth interviews.

consumer insights

Depth interviews were conducted with graduate and undergraduate students in order to identify which variables were most important when selecting a university to attend. Alumni were contacted in order to identify the key benefits of DAAP as well as variables that contribute and detract from donation. Undergraduate and graduate students identified the key benefits of the College of DAAP as well as the factors that influenced their enrollment decision. Multiple disciplines within the College of DAAP were interviewed in an attempt to measure not only attitudes surrounding DAAP Themes, but to gain insights and suggestions for effective communications vehicles.

value proposition

value propositions were created to help understand the value and uniqueness of DAAP to potential graduate students, potential alumni donors, the UC Foundation and potential undergraduate students

communications strategy

When communicating to potential students and alumni who are not donating to DAAP, I was able to devise a communications strategy that inform and influence behavior (application and enrollment) amongst undergraduate student.
When communicating to alumni who are not donating as much as they could, it is important to use communication options that create top-of-mind awareness when it comes to charitable giving, keep them informed of what's happening at DAAP and why they need to help, and to influence behaviors (giving).