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| Clients :
University of the Arts
In the fall of 2003, The University of the Arts of Philadelphia was at a turning point. The University needed to bring the school out of hiding and into the consciousness of the community and the dreams of future students. To do so, UArts needed to understand “who” the school was and, from there, decide whom it could be. Context-Based Research Group, Carton Donofrio Partners, and architects Hord Coplan Macht worked collaboratively to uncover and tell the stories that captured the essence of the University of the Arts and defined its brand. Context trained three current students and alumni from the University of the Arts as ethnographers. These ethnographers interviewed a total of 18 student participants, both undergrad and grad students. With 12 of the participants, the researchers conducted an ethnographic trend assessment – hour long interviews about their UArts experience. The other six participants completed photo journal exercises and met with the researchers for several hours. The interviews provided deep insights into the personal experiences of the students, as well as their views and perceptions of the University overall. Carton Donofrio Partners conducted in-depth interview sessions with UArts faculty, staff and leadership. The interviews were structured to uncover common values and themes that could become the basis for brand communication. At the same time, they were intended to identify barriers to achieving a unified brand message for the university. Hord Coplan Macht also conducted interviews and observation around particular physical space issues at the school. These findings were shared in a two-day Summit held with University officials. Hord Coplan Macht presented campus image and open space opportunities. Workshops were conducted to identify visible, low-resource, actionable ideas that demonstrated the commitment to the brand vision and values. Following the workshop, Carton Donofrio Partners made recommendations for The University's next steps in terms of messaging, space, and overall modifications to improve the student experience and the University's relationship with the larger community. Currently, the recommendations are in the early stages of implementation. |
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About Context Consumer Insights Context Consumer Insights provides a lens into consumer behavior based on our ethnographic research. This year, we cover the Grounded Consumer. We will identify key pieces that comprise this insight, illustrate examples from the marketplace and offer recommendations on what to do with this information from a marketing and product development standpoint. Sign up here to get notified when new information is available. |
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