Successful marketing starts with asking questions. The Discovery Phase is this first step. During Discovery, Lorish Marketing Group conducts both quantitative and qualitative research from which to formulate communications and marketing strategies.

Our firm principals meet with institution leadership, typically the president, provost, and vice presidents. Overall goals are articulated that will be included in a marketing plan. We then conduct qualitative and quantitative research.

Focus groups form the core qualitative research. Our moderator meets with key members of an institution’s constituency, such as: students, faculty & administrators; business leaders; alumni; and the local community. These meetings often contribute ideas and concepts important in the development of creative strategy.

Quantitative Research is utilized for a variety of purposes. Specific techniques include telephone and mail surveys that measure perceptions about the institution, including reputation, quality, and value. This provides an initial “snapshot” of the current institutional situation to provide a baseline comparison for future efforts.

Geodemographic Mapping is utilized to determine the most beneficial locations from which to recruit students. With today’s advanced research databases, we can ascertain where recruitment efforts are likely to yield the best results. Additionally, this technique is valuable when planning satellite college/university locations.

Following research, we prepare a Positioning Strategy for the institution. This positioning strategy defines the university’s niche in the marketplace. The positioning strategy often utilizes part of the institution’s mission statement or strategic plan.