Development and Implementation of a Branding Strategy for the Online M.S. in Natural Resources Leadership and Administration Degree Programs at the University of Wisconsin-Stevens Point

Abstract

In order to compete in the marketplace for the best students, qualified faculty and staff, as well as donors, higher education institutions should have a strong organizational brand. A university is no longer just an institution of higher learning, but also a business. There are currently two online M.S. degree programs in the University of Wisconsin-Stevens Point College of Natural Resources (M.S. in Environmental Education and Interpretation and M.S. in Natural Resources Leadership and Administration). Currently, the two online programs are marketed and managed separately. The goal of this Master’s thesis was to develop, implement, and evaluate the initial branding plan for two of the online M.S. degree programs offered by the College of Natural Resources at the University of Wisconsin-Stevens Point. As non-subsidized programs, tuition revenue supports wholly the activity costs and compensation for the programs. In order to promote retention and recruitment of students, it was necessary to develop a branding strategy that encompassed both programs, while still maintaining their individual identity. The aim of branding is to develop an identity for an organization that appears desirable and appealing to the target audience and stakeholders. The goal of this project was to facilitate effective branding of the online M.S. graduate degree programs utilizing the results of branding planning activities to develop a comprehensive branding strategy for the program. Branding planning activities completed to achieve project goals included a brainstorming session and review of previous research. Branding tactics were developed in three central categories; marketing, advertising, and public relations. Based on the branding planning activities, four categories were developed that represented the online degree programs; convenience, quality instruction, career relevance, and networking. After development and implementation of the branding strategy, a formative evaluation was conducted utilizing a consumer research survey.