Southern Connecticut State University's Office of STEM Innovation and Leadership (STEM-IL) works to advance innovative research, scholarship, creative activity, and entrepreneurial initiatives on their campus. Our collaboration with SCSU STEM-IL aimed to elevate their brand perception, beginning with a comprehensive market research and brand discovery phase.
We conducted surveys and focus groups for different stakeholders and found several key findings relating to the brand's broader awareness and perception on campus. We found varied audience perceptions, with graduate and undergraduate students holding a consistently more favorable opinion compared to other audiences. Faculty expressed concerns about not feeling included, and students highlighted the need for improved discoverability and a more welcoming atmosphere.
In response, we recommended strategies to align external partnerships, promote collaborative internal partnerships, diversify communication channels, and establish a unique brand identity within the broader SCSU ecosystem. Implementing these recommendations, we evolved the brand identity, developed brand language and tagline options, and provided messaging guidelines for tailored communication.