A conservative 100-year-old university sought to harmonize and strengthen its brand despite varied perceptions of the institution among alumni, donors, leadership, students, future students, parents and the public. In its plan, Campbell Rinker conducted live and online focus groups, phone interviews, and online surveys among internal and external publics for the institution. This research identified the optimum messaging and imagery to navigate a wide range of institutional perceptions and stakeholder interests. Methodology: Live Focus Groups, Online Focus Groups, Depth Interviews, Online Survey
