Corporate Identity
1. HEIST, which provides a range of specialist services for marketing and public relations activities in higher and further education, undertook a number of surveys for the University in May 1995. These were designed to develop a picture of how Loughborough was viewed by the following key external audiences: Potential young undergraduate applicants; Parents of applicants; Sixth-form teachers; Careers advisers; Graduate careers advisers; Academic staff in higher education; Final year undergraduates/potential postgraduates; Graduate recruiters; Representatives of industry and commerce. The surveys took the form of small group discussions, questionnaires, and telephone interviews, and involved over 700 people in all. HEIST also completed a statistical review of the University's undergraduate applications over a three year period in order to determine the current position of the institution in the market. HEIST presented their findings in six reports, summarised below.
2. In 1994, Loughborough was 32nd in terms of UCAS applications, with 10.0 applications per admission (compared to 10.1 for established universities, 9.6 for UCAS overall). Since 1992 Loughborough's applications and admissions remained fairly static, and its share of applications in the established sector grew marginally but consistently until 1995, when Loughborough's total applications dropped by over 15%.
3. Given its spread of courses by subject, Loughborough attracted more applications than would have been predicted, when compared to UCAS as a whole, but slightly fewer when compared to the established sector. Subject applications patterns for selected major subject areas suggest the following market positions:
4. The statistics also suggest that Loughborough has a gender imbalance. The University is seen to be much stronger in technological subjects than in non-technological ones (except sport). Its intake is comparatively young, and it relies more heavily on regional students than say Nottingham or Leicester. It is more reliant on the comprehensive and Further Education sectors than the established universities generally.
5. Employers/industry, when prompted, had a positive view of Loughborough, but it did not immediately spring to mind. There were strong associations with engineering and technology. Those working in manufacturing had a more clear and positive view overall. The University's sandwich courses were not always seen as beneficial - some employers, applicants and parents associated traditional degrees with higher quality and status, and also identified vocationally-relevant degrees with former polytechnics. Good employment prospects are however very important in applicants' choice of university. Campus universities may be seen as semi-detached (ivory towers?) and universities based in small towns may find it difficult to be associated with the apparently urban activity of technological and commercial development.
6. Loughborough's technological image is strong and clearly beneficial to overtly technological disciplines. However, the image, which is reinforced by the name, suggests that the University specialises in technological subjects in an exclusive way. Applications data suggest that non science and technology subjects attract fewer applications than the UCAS average, and that although half the University's students are in subjects other than science and engineering, the University is not thought of in those terms. There was some evidence that a technological institution was thought of as downmarket and not a university in the full sense. The current title would appear to be a limiting descriptor.
7. The current title was widely thought to indicate that Loughborough is a new university, which are generally not thought to have high research or postgraduate profiles. Staff and potential postgraduates in other HE institutions associated Loughborough most strongly with sport and engineering, whilst the image of business and computing appeared to be weak.
8. The great majority of those surveyed think of the institution as Loughborough University and as such perceive it as an established university. When presented with the full title, many think it is a former polytechnic. LUT is not recognised and does not assist in positioning the university in terms of market or location.
9. Loughborough is thought to be a campus university. Whilst applicants and parents favour campuses, those close to small towns are less favoured than those based in or close to cities. Loughborough is strategically situated on the North-South divide, but whilst most people position it in the Midlands, it is placed south of the "line." The drift in applications is to the North.
10. Loughborough is strongly associated with sporting achievement. Generally this is beneficial, as the University is thought to have good facilities and opportunities to participate. However, some survey participants thought you had to be good at sport to gain a place, or there would be undue pressure to participate, or that academic quality did not matter if you were good at sport.
11. Loughborough's student population is one of the most gender unbalanced in the UK. Though not in itself an issue for potential applicants, any effects on the student experience may become known through word of mouth. The gender imbalance is the product of the course portfolio.
12. Current internal and external communications use a wide variety of names for the University, creating a confused and confusing image. Most external audience refer to Loughborough University, some because they assume that is the full name, others for convenience (the full title is long and awkward to say). There is a need to create a consistent and clear image.
13.The University requires a visual symbol which projects modernity but also creates the image of an established university. The traditional crest is unhelpful in this respect.