When thinking about Syracuse University, a few images — basketball, orange and snow — all come to mind.

SU’s marketing and communications department challenged students to think about the same question when it sent out a survey via email to get feedback on how SU brands and markets itself.

SimpsonScarborough, a Virginia-based marketing research and strategy firm that specializes in higher education, will conduct the survey.

SU sent out the survey to see how people both inside and outside the SU community perceive the university, Nicci Brown, vice president of the marketing and communications department, said in an email.

Survey invitations are being sent out at different times, based on audience group, and will likely be active for a week, Brown said. SU expects to receive the results of the survey later this semester.

The work between SimpsonScarborough and SU began in May 2013, Brown said.

“Over recent months, the team has engaged with students, alumni, faculty and staff to fine-tune the survey,” she said.

SU chose SimpsonScarborough because of their experience and recognition, Brown said, calling them “highly experienced and nationally recognized.”

SU included, SimpsonScarborough has worked with more than 1,000 colleges and universities to date, according to its website.

The results of the survey will help develop a strategy to advance the identity and reputation of SU, Brown said.

“This strategy will need to respond to the interests of potential students, donors and supporters, and build pride among current students, alumni, faculty and staff, while being authentic and true to who we are as an institution,” she said.

While every SU student and faculty member will be a recipient of the survey, not every version will be the same, Brown said.

“The surveys vary slightly according to audience groups, but include questions such as, ‘Using words and short phrases, what are the most appealing characteristics of Syracuse University’ and a multiple choice question that asks respondents to describe today’s typical Syracuse student,” she said.

SU is hoping to get as much honest feedback with as much detail as possible, Brown said.

Matt Russo, a freshman sport management major, said he thinks he will fill out the survey if it doesn’t take too long or is difficult to fill out. He added that he likes how SU is trying to receive feedback on the university’s reputation.

“It’s helpful to get feedback about branding and marketing, and I think the students and faculty are good sources to get feedback from,” he said. “From a business standpoint, I think it’s smart to get feedback on branding and marketing to see if it’s working, or not, and needs to be changed.”

Kristin Kalani, a freshman communication sciences and disorders major, said getting the feedback from both internal and external audiences is important because SU is seen as a global university.

Russo said what he thinks of when he thinks of the school is similar to what others see.

“When I think of SU, I think of Orange basketball and orange the color,” he said. “I also think about the snow and cold, the school — in an academic sense — and the campus.”

Published on March 4, 2014 at 1:31 am

Contact Justin: jmatting@syr.edu | @jmattingly306