Approach
Employing a mixed-methods research approach, students analyzed existing data, conducted 29 interviews with participants, and collected survey data from nearly 500 participants.
"I was very impressed by the students’ efforts,” added Spillman. “I was in constant communication on where they were throughout the project and I knew they were getting good data. But, I we were really impressed with their recommendations and everything they did to give us a good recommendation.”
Deliverables
In a comprehensive report delivered to S.P.O.R.T.S. on April 25, the students outlined the most important aspects of their research.
In addition to the demographics of the survey participants, the report included how the organization is connected in the community as well as how they are viewed in the community. Through the impressions, both positive and negative themes appeared to the students.
The analysis continued with an assessment of the brand associations with S.P.O.R.T.S. in terms of organization, coaching, communication, officiating, and facilities. They also analyzed the brand awareness in terms of the name, logo, facilities, and web site.
Much to the delight of the stakeholders at the presentation, all of the elements examined showed positive brand positioning for S.P.O.R.T.S. and virtually confirmed the thought process already bouncing around the S.P.O.R.T.S. headquarters.
“I was most excited about their recommendations on what we should do in regards to our brand name and logo,” said Spillman. “It’s been mentioned for a while that our organization should look into maybe refreshing the logo and maybe even the name. But, it was great to hear through the research, both quantitatively and qualitatively, that people really wanted to see the name of Fishers in our name so it would resonate a little better.”
