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WPA’s experienced staff has conducted research for a

wide variety of clients in the higher-education sphere. Whether it is a study to

brand an academic institution, understand the motivations behind alumni giving, or to identify what

motivates students to attend a university, WPA offers

specialized qualitative and quantitative services that enable academic decision

makers to immediately begin improving their

position.

WPA’s Higher Education Experience

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A Sampling of our Recent Clients

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Higher Education Case Study

WPA conducted comprehensive brand management and leadership

campaigns for the University of Oklahoma Price School of Business,

designed to create an implementation plan that would build the brand and reputation of the Price

School of Business. The goals in mind were to:

 Measure initial brand and attributes;Develop communication campaign;Develop measurements of success;

andProvide clear next steps to solidify

the brand.

After the successful engagement with the Price School of Business other Colleges and departments in the

University of Oklahoma have followed suit and subsequently commissioned research from WPA. WPA has been

commissioned to perform arena design and positioning research,

stadium expansion project research, and season ticket holder customer

satisfaction surveys for the basketball and football programs.

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WPA’s Branding and Positioning Research

Brand Revitalization• This research answers three key questions:

• How is the brand perceived by the target audiences (differentiation, uniqueness and superiority)?

• What are the negative associations that must be eliminated?• What strategies and messages will work to best counter these negative

associations?

Brand Differentiation and Positioning• The single most important element of managing your brand is to have well defined

and clearly differentiated brand positioning. • This allows you to focus all of your company’s efforts and resources to building your

ownership of that position and facilitates your brand being known for one compelling attribute in the mind of the customer.

Brand Maintenance Tracking• Brand tracking involves designing a program of measurement that is completed on a

regular schedule to allow for trend analysis and comparison.• Some of the key metrics that are involved in tracking your brand include:

• Permeation• Distinctiveness• Quality• Value• Competitive Monitoring