Analysing the branding of the University of Twente
Master Industrial Design Engineering 2021
This project was done within the course Brand Management in commission of the University of Twente. The aim of this project was to analyze the branding of the university and create a solution for an existing problem that would fit within the existing brand experience. The problem that our group was tasked with solving, was that of “how can we engage with bachelor students looking for an MSc program”. This project consisted of three phases: extensive research into the brand, the construction of a brand experience manual, and the development of the suggested solution.
To fully analyze the brand ‘University of Twente’, multiple analyses were conducted. First, the brand history was reviewed, and a timeline was constructed. Next to that, the brand identity was analyzed. From this, we got the mission, vision, brand elements, and projected image. We then moved on to the positioning of the brand, determining its position, and conducting a SWOT analysis. After this desk research, stakeholder interviews were held. From these interviews brand associations, cartesian planes, and the brand image were derived. We also decided to code these interviews to get even more insights by analyzing the language used. Eventually, from all these findings a customer journey, personas, and scenarios were created to map out the stakeholder experience.
Brand timeline
Brand colours
Brand elements
SWOT analysis
Brand associations
Sentiment of pragmatic statements in the stakeholder interviews
Customer journey of Bachelor students
Now that we, as a group, had a good understanding of the brand, we had to create an experience manual, to aid us in creating our final solution. For this, a brand character was created from the defining characteristics that were found in the analysis phase. Then we drew up the experience position, the relationship metaphor, the tone of voice, and the principles of the brand. Finally, these were combined into a few select moments that customers interacting with the brand could experience.
With this experience manual created, it was time to tackle the given problem. From the created problem space, we derived that the key considerations for our solution had to be people first, organized, creative, and innovative. So, while brainstorming for a solution, the focus was on several points. Providing the necessary information in one place, being less chaotic. Staying true to the People-First/Human Touch value of the UT. To go beyond just an information session, to be more creative and innovative. Having high student engagement.
The outcome of this project is a proposed experience to provide bachelor students already enrolled at the University with more and better information about the available master's. The solution consists of several steps: First (digital) contact is made with the students by the study advisor. This initial contact is to inform the students about the upcoming task of choosing a master's. It informs them about their possibilities; the master open days, the 'choose a master lunch'. It will also include a brochure with all the necessary information.
The brochure will contain all the relevant information for choosing and applying for a MSc program. This includes basic descriptions of the study and its tracks, a complete roadmap and checklist for applying to a master, and other important information. This brochure is meant to make information sessions obsolete to create space for the lunch. For each bachelor study, a separate brochure will be made to only include information about relevant masters. However, all the general information is the same for all the brochures. Students will be able to request brochures from other studies if they wish.
After that, the ‘Choose a Master lunch’ is held. At this lunch, students can talk with master students, lecturers, study advisors, etc. in small informal groups. At this lunch, the students will also have the possibility to get a physical copy of the brochure as it might have more meaning and purpose to them now.
Finally, the opportunity will be given to have a follow-up conversation with the study advisor to talk through the possible options. These new steps will be implemented with the current system, they are meant to aid in the parts of the process where it currently is lacking. With this approach, no major changes have to be made. The only larger effort is in creating the brochures.
Customer journey of the current and new situation with a comparison of the emotion lines
The final proposed experience has been presented to the marketing team of the University of Twente.
This project was done in cooperation with; Young Ho Braakman, Anne Roos de Gooijer, Jeroen van Kekem, Julia Scheeper, and Annet Winters.