Markteffect Image Monitor

Every academic year, we conduct the Image Monitor among thousands of pupils and students for vocational, higher professional, and university education. The research is conducted comprehensively, with the operational area of each educational institution serving as the basis. All dozens of educational institutions participating in the monitor receive their own customized report with their specific results and competitive data. The research originated from a social alliance between educational institutions of various educational levels, who have been making this research possible together with Markteffect for years.

The Image Monitor provides relevant insights into brand awareness, orientation, institutional preference, and image, enabling educational institutions to align their marketing and recruitment strategies with the needs of their target audience. Furthermore, Markteffect's involvement ensures a productive collaboration, leading to measurable results: educational institutions use the outcomes to monitor and adjust KPIs, and to more effectively reach and support prospective students.

Research into the image of educational institutions

• The study focuses on the level of knowledge, attitudes, and behavior toward vocational colleges, colleges of higher education, and universities among potential students in the field of work:
  • Knowledge: what is the top-of-mind, spontaneous, and aided brand awareness of vocational colleges, universities of applied sciences, and universities among potential students?
  • • Attitude (image): what words come to mind for potential students who are familiar with your vocational college, university of applied sciences, or university when they think of your educational institution? According to potential students, in what ways does your vocational college, university of applied sciences, or university stand out from your main competitors?
  • Behavior: what orientation phases can be distinguished in the orientation process of prospective students based on the study choice activities they have undertaken?
• Utilizing Markteffect's youth panel, online quantitative fieldwork is deployed. Prospective students can participate in the research through gamification.
• Every year, individual kick-offs take place in August and September with all participating educational institutions. Following this, online fieldwork is conducted among the target group using Markteffect's youth panels. From January to March, the report is delivered, and a comprehensive advisory presentation takes place on-site at participating educational institutions.

“HAS University of Applied Sciences has been participating in the Imagomonitor since 2012. It is a professional survey that provides us with useful insights to improve our marketing and communication towards students every year and make it more effective. In addition to the lessons learned from the results, there are also USPs every year that confirm our position. This helps us as professionals to strengthen our internal position. In short, the Imagomonitor has a positive effect both externally and internally!"
- Lindsay Kemps-Saitch, Head of Communication & Marketing, HAS University of Applied Sciences

What are the benefits of participating in the Image Monitor?

1. Insight into the brand awareness, competitive position, and image among potential students of your educational institution within the working area;
2. Practical visual reporting including conclusions and recommendations;
3. Presentation at your educational institution, including advice and insights based on developments in the field of study choice.

Are you interested in participating or would you like to know how we can further assist your educational institution? Please feel free to contact us for more information.