Applying a Corporate Reputation Model to the Higher Education Sector by Sean Simpson #MRIA14 #MRX


Live blogging from the #MRIA national conference in Saskatoon, Saskatchewan. Any errors or bad jokes are my own.saskatoon

Applying a Corporate Reputation Model to the Higher Education Sector
Sean Simpson, Vice President, Ipsos Reid Public Affairs

  • when someone trusts your company, they are more likely to believe your communications
  • are people aware, familiar, favourable, trusting, advocating your company, you need to get to the top of that, when people trust you enough they become your advocate
  • trust and marketing efficiencies are related,
  • higher education may not be trying to selling anything but the model works for education in addition to corporate
  • ROI of reputation – apply to a school, attend a school, graduate from school, attract professors, influence government, create advocates for your school
  • do trust scores get more donations? no, because donations are linked to the school you attended not really any other school
  • more likely to donate to your own school if you have stronger trust with it
  • drivers of trust include quality of programs, care of wellbeing of students, community involvement, job readiness
  • two key drivers for schools overall – quality and wellbeing of students, but there are differences by size of school
  • for large schools – quality of the program is the number one driver
  • for small schools – care about wellbeing is the number one driver, quality of program is important but only via other routes
  • rankings are produced but they aren’t the full picture, ranks don’t match up to macleans because they split their list into groups; colleges rankings show differences as well
  • challenges – is trust the right proxy for reputation? it’s not an index because those are too intercorrelated that the index is too complicated
  • model tells schools how to improve their reputation
  • drivers are customizable

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