Research-strengthened branding: Lessons from Duquesne University’s follow-on approach to brand
Abstract
Duquesne University’s Division of Marketing and Communication (DMC) has focused on building brand equity through disciplined research and data-driven adjustments. Brand equity in higher education encompasses perceived quality, loyalty, trust, and experiences associated with a university. Key indicators include awareness, reputation, loyalty and value perception. In 2020, Duquesne collaborated with Yes& | Lipman Hearne on a comprehensive brand equity study, gathering over 4,300 inputs to inform the brand messaging platform. The research identified key attributes valued by prospective students and their families. In 2024, Duquesne reinvested in testing its brand equity, categorizing the research as a capital expense to ensure future resources. Results showed increased net promoter scores and stronger agreement that key brand attributes accurately described Duquesne. Engaging internal and external stakeholders is crucial for fostering a cohesive brand identity, with specialized messaging for different groups. The DMC team carefully planned presentations for various campus constituents, focusing on relevant findings. Engaging alumni involves fostering pride and connection to the university’s achievements. For media and lawmakers, the university focuses on expert interviews and research that engage community issues. Duquesne tailors brand messaging to meet the needs of targeted audiences, to strengthen brand equity and to advance strategic goals. Lessons learned include the importance of contextual communication, capitalizing research expenses, engaging internal stakeholders, strategic messaging, and periodic testing to maintain relevance and effectiveness. This comprehensive approach has helped Duquesne maintain and improve strong brand equity, ensuring effective communication and engagement with all its stakeholders. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
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Author's Biography
Gabriel Welsch is the Vice President of Marketing and Communications at Duquesne University, Pittsburgh, PA, USA, where he has served since 2019. In his five years at Duquesne University, he spearheaded a research-driven overhaul of the university’s brand platform, empowered the development of a new, award-winning university website, implemented school and college-level strategic communications plans and metrics and drove efforts to redesign flagship admissions and advancement publications. Simultaneously, Welsch introduced a culture of data-informed collaborative decisionmaking and worked with the team to create the division’s first strategic plan. Prior to his appointment at Duquesne University, Welsch served in executive functions at Juniata College: the Vice President of Strategic Communication and Marketing, the Vice President of Advancement and Marketing and the Interim Vice President of Enrolment. Welsch started his career in advancement communications for the College of the Liberal Arts, Penn State, University Park Campus, during which time he also taught as a senior lecturer at the Department of English. He is the past President of the board of directors of CUPRAP, an organisation that awarded him its Don Hale Award in 2023. Welsch is a regular presenter at conferences on topics related to fundraising and marketing. A native of Maine, Welsch earned a Bachelor of Fine Arts and a Master of Fine Arts degrees in English at Penn State. He is the author of four books of poems and a collection of short fiction, and his work appears regularly in national literary periodicals.
Patty Swisher is the Assistant Vice President of Marketing and Communications at Duquesne University, Pittsburgh, PA, USA. Patty Swisher leads content strategy, oversees both the media relations team and the university’s central web team and serves as an Editor of the Duquesne magazine. Celebrating five years at Duquesne backed by 25+ years of experience, her role unites her marketing, digital and media expertise and keen focus on content creation and delivery in pursuit of strategic divisional and university goals. Patty also brings the perspectives of a staff member, a content strategist, an alumna and a proud parent of a Duquesne student to her daily work.
Tracy Jackson has been a Key Leader at Duquesne University since 2016, currently serving as the Executive Director of Marketing at the Division of Marketing and Communications. In this role, Tracy directs a dynamic team of professionals, overseeing the university’s advertising and marketing strategies for student recruitment across various platforms. Collaborating closely with her colleagues, Tracy manages the production of multimedia content for digital advertising, video, web, print and social channels to advance the university’s mission and reach.
