Supporting Rebranding Decisions With Powerful Insights
Client: Nevada State College
Project Title: NSC to NSU Brand Survey Study
Nevada State College, located in Southern Nevada.
Background
In 2022, S2 conducted research for Nevada State College to assist with understanding brand awareness and perception of NSC. In this study, we interviewed the So. Nevada audience and educators in Nevada along with current students and alumni of NSC.
The Problem
NSC wanted to assess its perception; while the institution classifies itself as a college, others see it differently, labeling most often as a community college. Thus, the school wanted to assess actual perception levels by area, as well as understand what benefits, if any, existed from a name change to ‘Nevada State University,’ especially surrounding the value add to its core competencies. Before the name change, NSC wanted to discover how the So. Nv community would perceive the name change.
Methodology
Through the research, it was discovered that nearly all audience members favored the name change. Insights also revealed NSC’s brand positioning compared to CSN and UNLV, and that the name of a school largely determines how that school is perceived.
The Result
Through the research, it was discovered that nearly all audience members favored the name change. Insights also revealed NSC’s brand positioning compared to CSN and UNLV, and that the name of a school largely determines how that school is perceived.
As a result of this study, NSC chose to pursue next steps in its name change and rebrand to Nevada State University, now guided by data. They were also able to create a marketing strategy revolving around existing perceptions of the brand by different So. Nevada regions, allowing marketing strategists to tap into key pain points of potential and incoming students.