About
Jacksonville State University and other higher education institutions are finding unique ways to connect with their future students. Distinguishing the brand from other universities came from to the unique experiences that a student has when they attend JSU. Listening to the stories from current and previous students allowed us to find the perfect message.
Research
Understanding our primary audiences.
Incoming Freshman
First generation in their family to attend college.
Come from rural backgrounds.
Parents are an important influencer
Having “experience” is becoming increasingly important. This offset concerns over cost.
Parents
Highly involved with the process, to the point they’re often doing even more research than the child.
Parents are aware of and have higher interest in JSU than students.
Expect their student to retain and graduate.
Seeking reassurance.
Secondary Audiences: Transfer, Graduate and Alumni
Overal Impression (n=632)
Using the following scale of excellent (5), very good (4), good (3) What is your overall impression of each?
Excellent Rating
1 UWest / University of West Georgia
2 UNA / University of North Alabama
3 JSU / Jacksonville State University
Rational and Emotional factors of a student
Emotional
Pride in school
Meets my current needs
Acceptance
Diversity
Individual attention
Parents influence the final decision
Rational
Cost of education
Location
Career and earning potential
On-campus and living experience
Great faculty
Campus facilities
Academic program availability
Campaign
Our message was tailored to parents as well as future students.