The primary objectives of this research are to: • Assess perceptions of the USC brand and ten key competitors across several dimensions, including price/value, quality of the educational product, student life, student services and support, alumni services and support, affinity, relevance, and university leadership. • Provide statistical models that identify drivers of key performance areas such as enrollment, advocacy, donations, and university engagement. • Identify USC's brand equity strengths, weaknesses, opportunities, and threats on an absolute basis and versus USC university peers/competitors and other best-in-class brands. • Determine key brand imagery perceptions of the USC brand and its competitors. The selected consultant will be responsible for: • Designing and conducting surveys that represent 300 USC constituents and 750 constituents from peer/competitor universities. o N=300 University of South Carolina o N=750 N=150 SEC peers N= 150 out of state peers N= 150 USC sister institutions N= 150 Clemson University N=150 Penn State University • Ensuring the survey includes a representative sample of both in-state (South Carolina) and out-of-state respondents. • Utilizing a panel to source respondents (versus a list) • Analyzing the data to provide insights into the perceptions of the USC brand and its peers/competitors. • Developing statistical models to identify drivers of key performance areas. • Delivering a comprehensive report that includes findings, insights, and actionable recommendations. • Timeline from client approval to final report shall not exceed 12 weeks for each constituent group...
