Case Study: Positioning Mount Royal for the Future
Background & Challenge:
Mount Royal is aspiring to transition from a traditional college – albeit one with significant applied and collaborative degree programs and a lengthy history of academic excellence – to full-fledged undergraduate university.
In addition to the structural, legal, and operational challenges posed by AUCC and Ministry requirements, Mount Royal needs to manage a much more difficult shift in the perceptions of the Alberta post-secondary marketplace. MR looked to Academica for a proven approach to develop a solid, effective positioning strategy, in-line with the institution’s core values.
Strategy:
Academica began with a comprehensive review of pre-existing MRC research and strategic plans, a communications audit of marketing materials, and a review of similar documents from competitor institutions. We analyzed applicant data in the Alberta Ministry corporate data warehouse, as well as data from our own Acceptance Declined Survey and University Applicant Survey for Mount Royal.
The resulting White Paper defined Mount Royal’s position as perceived in the marketplace, and recommended a strategy to clearly establish a more focused and effective position. This discussion paper was the basis for a full-day strategic positioning summit at Mount Royal involving almost 40 representatives from across the institution, including senior administration, faculty and staff.
Insights:
MRC grew to understand that many of its core values were held in common with all PSE institutions, and did not adequately differentiate MRC. Senior administration grew to understand the strategic decision required, and the group moved toward consensus on a single institution position in the marketplace.
Raves:
“Academica’s understanding of the Canadian post-secondary sector is unequaled. Their unique approach to categorizing universities and colleges brought a new perspective to Mount Royal’s own deliberations on market positioning. The resulting discussions have had a significant influence on the direction of Mount Royal’s marketing and branding strategy. Academica’s research, analysis and insight have been invaluable.”