Chapter 7 Measuring Results and Progress

Question 1

What should be tightly linked to brand strategy?

Answer 1

Measurement of results

Measurement should connect closely with the research that informed the brand strategy.

Question 2

When should a measurement plan be developed?

Answer 2

In the early stages of establishing or refining a marketing plan

A measurement plan is essential for monitoring outcomes and guiding necessary changes.

Question 3

What is a key challenge in measuring brand strategy results?

Answer 3

Results are likely to become evident slowly over time due to changes in human perception.

Question 4

What are proxy measures in the context of brand strategy?

Answer 4

Indicators that suggest the effectiveness of marketing efforts, such as increased attendance at events and student satisfaction.

Question 5

What can changes in behaviors associated with brand support indicate?

Answer 5

A shift in perceptions before the perceptions themselves are measured.

Question 6

Which outcomes reflect the influence of successful brand strategies?

Answer 6

Increases in inquiries, applications, yield rates, retention, annual giving, and dollars raised.

Question 7

What do leaders often lack when making institutional changes?

Answer 7

An experimental design with control and treatment groups.

Question 8

What is a critical first step in establishing the value of a marketing operation?

Answer 8

The development of a baseline of current performance.

Question 9

What types of metrics should institutions collect to evaluate brand marketing?

Answer 9

• Recruitment and enrollment metrics
• Alumni engagement metrics
• Development metrics
• Research support
• Legislative engagement/support metrics
• Business and community engagement/support

Question 10

What was the yield rate for American University before the brand strategy was implemented?

Answer 10

19.5 percent.

Question 11

What was the yield rate for American University two years after the brand strategy was introduced?

Answer 11

Almost three points higher.

Question 12

What percentage of enrolled first-year students identified American University as their first choice before the brand strategy?

Answer 12

44.7 percent.

Question 13

What was the alumni engagement index used to measure?

Answer 13

The frequency of weighted measures of alumni engagement, including participation and giving.

Question 14

What did the peer assessment score of higher education leaders indicate for American University?

Answer 14

A documented lack of awareness, often rated at 2.9.

Question 15

What is the relationship between awareness and reputation, according to Richard Taylor?

Answer 15

Having a strong reputation and being known for things are the same thing.

Question 16

How can awareness be measured regarding an institution?

Answer 16

Through market research and asking target audiences to name institutions or rate familiarity.

Question 17

What did stakeholder studies at American University show about familiarity over time?

Answer 17

Gains in familiarity relative to competitors.

Question 18

What should be monitored on a dashboard to track brand marketing effectiveness?

Answer 18

Key measures that reflect changes in awareness, support, and loyalty.

Question 19

What is a potential outcome if there is no change in important proxy measures over two years?

Answer 19

Adjustments to the implementation of the strategy are necessary.

Question 20

Fill in the blank: The metrics for institutions may vary according to the strategic ______ they expect to influence through marketing strategy.

Answer 20

[goals].

Question 21

True or False: Changes in perceptions regarding brand strategy can happen quickly.

Answer 21

False.

Question 22

What types of responses were prevalent when asked about AU?

Answer 22

Responses included:
* DC
* politics
* international
* diversity
* wonk

These responses indicate strong associations with the brand image.

Question 23

What are the key attributes associated with a ‘wonk’ according to the second study?

Answer 23

Attributes included:
* knowledgeable
* smart
* passionate
* expert
* political
* American University

Some respondents also mentioned ‘nerdy’ and ‘don’t know’.

Question 24

What should be tracked over time to assess brand strategy effectiveness?

Answer 24

Factors to track include:
* awareness
* favorability
* perceptions of reputation
* differentiation among competitors
* brand loyalty
* satisfaction

These measures should be evaluated regularly.

Question 25

What is the Net Promoter Score (NPS)?

Answer 25

NPS is calculated by: * Asking customers to rate likelihood of recommending an institution on a scale of 0 to 10 * Classifying responses: 0-6 (detractors), 7-8 (passives), 9-10 (promoters) * Subtracting percentage of detractors from percentage of promoters ## Footnote The score ranges from -100 to 100.

Question 26

What is a primary goal of marketing according to Sevier?

Answer 26

The primary goal is to improve the financial condition of the college or university. ## Footnote This highlights the strategic function of marketing in building value.

Question 27

What is one way to measure the effectiveness of a marketing plan?

Answer 27

By assessing whether the institution is better off financially after the marketing efforts. ## Footnote This can include metrics such as annual net revenue or net assets.

Question 28

How can the lifetime value of students and alumni be estimated?

Answer 28

It can be estimated using: * Annual tuition and fees * Average discount rate * Average gift size and giving rates ## Footnote These estimations help to understand the financial impact of marketing.

Question 29

What are some short-term measures to track brand awareness?

Answer 29

Short-term measures include: * Website hits * Click-through rates from emails or ads * Engagement on social media * Media coverage ## Footnote These metrics indicate early interest and recognition of the brand.

Question 30

What should be monitored to assess sentiment in media coverage?

Answer 30

Monitor: * Expressions of sentiment (positive or negative) * Comments from supporters and detractors ## Footnote Strong sentiment is often more prevalent than neutrality.

Question 31

What is the significance of early indicators in marketing strategy?

Answer 31

Early indicators provide evidence of: * Brand expression adoption * Recognition of marketing messages * Engagement from target audiences ## Footnote These indicators help justify ongoing marketing efforts.

Question 32

What should leaders avoid when assessing brand strategy effectiveness?

Answer 32

Leaders should avoid making radical changes based on a few years of data. ## Footnote Frequent changes can confuse stakeholders and waste resources.

Question 33

What should institutions do two to three years after launching a brand strategy?

Answer 33

Institutions should: * Take stock of progress toward goals * Monitor proxy measures * Consider replicating original research ## Footnote Changes in awareness and favorability are often incremental.

Question 34

What is a recommended approach if early data shows no significant changes?

Answer 34

Institutions should consider adjustments to tactics or elements of the strategy. ## Footnote However, avoid radical changes unless there are overwhelmingly negative indicators.

Question 35

What is the expected outcome of a successful brand strategy after three years?

Answer 35

Outcomes should reflect improved: * Awareness * Support * Loyalty ## Footnote If these do not improve, adjustments may be necessary.

Question 36

What types of questions are useful for measuring favorability and reputation?

Answer 36

Useful questions include: * Unaided awareness * Perceptions of quality * Reputation assessments ## Footnote Replicating original research questions provides measurable differences.

Question 37

What can be expected to improve if audiences are targeted in the strategy and messages?

Answer 37

Favorability and perceptions of reputation ## Footnote Targeted investment in specific audiences can lead to better reputation management.

Question 38

What types of questions can be used to measure favorability, quality, or reputation?

Answer 38

* Unaided awareness * Aided awareness * Clarification of best institutions * Frequency of mention * Change in reputation over time ## Footnote These questions can help gauge public perception and track changes over time.

Question 39

What is an example of an unaided awareness question?

Answer 39

Name excellent universities in Los Angeles ## Footnote This type of question measures spontaneous recognition without prompts.

Question 40

What is an example of an aided awareness question?

Answer 40

Rate the quality of academic programs at each of the following schools ## Footnote This involves providing options and asking for evaluations.

Question 41

What do majorities of American University stakeholders believe about the institution’s reputation over the last three years?

Answer 41

It has gotten better ## Footnote 60% or more of current undergraduates, faculty, staff, alumni, and parents reported improvement.

Question 42

How can audiences be queried about the impact of brand strategy?

Answer 42

By showing examples of creative work and asking if they have a positive, negative, or no impact ## Footnote This helps assess the effectiveness of branding efforts.

Question 43

What should leaders do if appreciable differences are not observed in long-term measures?

Answer 43

Revisit the strategy, expression, and investment by audience ## Footnote Adjustments may be necessary to improve effectiveness.

Question 44

What is recommended for investment strategies regarding target audiences?

Answer 44

Focus investments like a laser on the primary audience of greatest strategic interest ## Footnote Broad but shallow investments are less effective.

Question 45

What is the purpose of regular reporting in branding strategy?

Answer 45

To develop buy-in and support for the investments through frequent communication ## Footnote Regular updates keep stakeholders informed and engaged.

Question 46

What is a potential risk of widely distributing results from brand strategy evaluations?

Answer 46

It may reveal competitive advantages and disadvantages ## Footnote Results should be treated as proprietary to protect strategic insights.

Question 47

What is ROI in the context of brand strategy?

Answer 47

A relative measure of marketing expenses and revenue generated ## Footnote ROI helps evaluate the effectiveness of specific tactics and overall investments.

Question 48

What are some key questions leaders should consider regarding branding work?

Answer 48

* Expectations for branding work * Marketing and communication key performance indicators * Frequency of brand research * Plans for refining efforts if results are not as expected ## Footnote These questions guide strategic planning and assessment.