Higher Education
"Measure What Matters" which is written by Katie Delahaye Paine describes higher education in Chapter 14.
Universities and colleges are marketing to alumni, parents, new students, and faculty.
Through this book, she always states the following five steps in measurement.
1. Identify and Prioritize Your Audiences
You need to understand the psychographics and characteristics of all the various audiences, to get all your various "bosses" to agree on a set of priorities, and to gather the senior leadership team and key communications people and get them to prioritize the audiences.
2. Define Your Objectives and Get Everyone on the Same Page
If you want to understand why the relationship is improving or declining, it is necessary to understand and quantify all various influence.
3. Establish a Benchmark
Key: Try to limit the number of entities in any given study to no more than five
4. Pick a Measurement Tool and Collect Data
Depending on what you are measuring you will either need to analyze your media coverage or survey your students, faculty, alumnae, and other audiences.
5. Analyze the Data, Glean Insight, Make Changes, and Measure Again
By all means look most carefully at the bad news and the failure, because that is where you will learn the most.
In my opinion, forth step, picking a Measurement Tool and Collect Data, is the most difficult, but the most important step.
If you miss this step, you cannot measure anything at all.
