FOR-PROFIT HIGHER EDUCATION COMPANY RESEARCH PROJECT AMONG KEY STAKEHOLDERS—INCLUDING STUDENTS, ALUMNI & FACULTY
One of the country’s largest for-profit, online educational institutions was facing a multitude of challenges including a general bias against for-profit education, legal challenges to its admissions policies and increased government oversight. These challenges were creating a negative environment impacting the school’s overall reputation, enrollment levels and the perceived quality of students’ degrees.
GSSG was retained to:
· Identify what key stakeholders liked/disliked about the school and how those perceptions were impacting the institution’s reputation and enrollment
· Gauge the stakeholder’s awareness of the institution’s current challenges and how that knowledge affected their image of the school
· Assess stakeholders’ willingness to engage in grassroots advocacy efforts and identify the activities they are most willing to participate in
· Provide support for the institution’s claims on quality, access and innovation
· To achieve these objectives, research was conducted among several key stakeholders simultaneously—including 200 current students, 200 alumni and 200 full time and part-time faculty members.
· Helped further refine the campaign’s ongoing communications themes and messaging based on the actual experiences of students, alumni and faculty
· Informed the development of the institution’s grassroots strategy ensuring the most cost efficient and effective methods were being applied
· Identified best messaging to strengthen the institution’s online presence and advocacy effort