Epinion: SDU is known for technical and science programmes
In the autumn of 2021, SDU Corporate Communication commissioned a survey from the market research company Epinion. The survey emphasises an assessment of the campaign material developed by SDU Corporate Communication.
There are several of the report's conclusions that NAT's communications team t finds interesting. In particular - we notice that the target group connects the University of Southern Denmark with technical and scientific programmes.
The study involved 25 people who participated in three online focus group meetings. The persons were high school students, sabbaticals or first-year students from all over the country.
The report's conclusions show that the campaign material developed by SDU Corporate Communication performs very well. It is appealing, has high liking and message understanding and contributes to the target group seeking more information. It also appears that SDU's brand values "popular", "playful" and "dynamic" are appealing and create interest among young people because they identify with these values. The target group also notes that SDU's graphic style differs positively from other universities.
It is a main point in the report that SDU is especially known for technology and science, but also for lower admission requirements and a good social environment. In general, over the past two years, SDU has become better known among the target group. However, knowledge of the humanities and social science programmes is very low.
In addition, NAT's communication team notes a number of points from the report, which the department will have in mind in the further work with recruitment and marketing, so that the high knowledge of science can be maintained and increased:
- The target group use ug.dk at the beginning of their search phase, after which the university's website is of crucial importance.
- Young people experience an authentic and credible insight into what everyday life looks like at the university by hearing it from people who are students at the programmes in which they are interested.
- The respondents think that Facebook is the most relevant channel for communication from universities, followed by Instagram.
- Several of the respondents know the University of Southern Denmark, not the abbreviation SDU - which can be confused with DTU.
- Gamification and other interactive elements appeal to the target group. The difficult choice is thereby made more playful. Quizzes work best if they focus on a specific area of interest.