Markteffect Image monitor

Research for all educational institutions in the Netherlands

Education is constantly evolving, and the way in which prospective students orient themselves toward further education is constantly changing. It is therefore important for educational institutions to carefully consider how they appeal to their prospective students, but also where they do so and what that message should be. Many educational institutions struggle with the question, "How can I ensure that I exceed last year's enrollment figures?"".

However, it all starts at the beginning. In order to achieve a good intake, an educational institution must first gain name recognition among the public. This name recognition must then generate sufficient interest so that potential students actually look into and ultimately orient themselves toward the educational institution. This leads to serious consideration of the educational institution.

Image plays an important role in all stages of the orientation process and is the most difficult factor for an educational institution to influence. That is why Markteffect maps this out for all educational institutions in the Netherlands. This not only allows us to gain insights into the competitive position of educational institutions, but also to place these results in context and compare them with the most important competitors.

To ensure that educational institutions can effectively utilize the results of the research, Markteffect has developed the model to identify areas where an educational institution excels or where it falls short. Based on this, Markteffect can make recommendations to improve the competitive position of an educational institution.

“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 Communications & Marketing, HAS University of Applied Sciences

The 6B model

The Image Monitor is part of the Markteffect 6B model. This model includes all relevant stakeholders for an educational institution, with the corresponding 'B' standing for the action that is important for this. The model provides an overview of the important target groups, insights, and sources that together provide insight into and ensure the image, reputation, and identity of an educational institution.

High-quality sessions

Prior to the Imagomonitor fieldwork, qualitative sessions are held with potential students for each level of education to find out what they consider important when choosing an educational institution. During these sessions, the aspects on which they base their choice of educational institution are discussed, as well as how these aspects should be fulfilled in their view. The results of these sessions ultimately lead to the definition of the so-called benchmark image aspects. The scores of the educational institutions on these image aspects ultimately form the basis of the national benchmark image index.

Insights for educational institutions

At Markteffect, we think it is important to ensure that you can make decisions based on the best and most relevant insights. Over the years, the Markteffect image monitor has helped various educational institutions optimize their recruitment strategies, develop campaigns, and make open days more enjoyable. This has enabled them to consistently distinguish themselves from their competitors.

Would you like to know how participating in the Markteffect image monitor can help your organization? Please feel free to contact us for more information.