This fall the Marketing and Communications Department commissioned benchmark research to measure the university’s new brand messaging launched in Fall 2022, hoping to confirm its effectiveness.
The “Because of You” campaign delivered powerful and positive meaning, with the most common interpretations being that Saint Mary’s education enables students to make a difference in the world and that the university is student-centric (both very positive).
Saint Mary’s top associations among respondents included faith-based, academic excellence, and friendly/welcoming. These are keywords and concepts that we will leverage going forward.
While the university’s awareness is low in the market, the study confirms that Saint Mary’s should stay the course with the current messaging. To learn more, read the full study here, including the executive summary (Note: This study is not to be shared outside of the university community).
Further messages regarding the study and the university’s messaging can be directed to Karen Zellner, senior director of marketing.
