Case Study: Midwest State College validates brand strength and refines technical messaging with Neuger Communications Group

Midwest State College - Customer Case Study

Midwest State College, a Wisconsin state college known for its technical programs, was considering a name change and rebrand to better attract future technical students. Neuger Communications Group was engaged to assess perceptions across key audiences and to test the meaning and recognition of a potential new name using a quantitative research tool and survey.

Neuger Communications Group conducted a targeted survey of alumni, parents, current students and prospective students—achieving an 87% response rate from students and 76% from parents of prospective students—and found that a new technical name would be less understood and recognized than the existing name. The research showed the current name had stronger brand recognition than expected and led Neuger Communications Group to recommend keeping the current brand while enhancing stories, taglines and representations around technical programs and student outcomes.

Midwest State College