Brand Presence Scorecard
Reputation matters. Babson wanted to measure it.
Babson College wanted to understand how its reputation compared with competing business schools. A Brand Presence Scorecard (BPS) analyzed more than 70,000 online conversations, benchmarking five institutions to reveal strengths, weaknesses, and opportunities for differentiation.
Repeated periodically as Babson measures the progress of its ongoing marketing and communications initiatives.
Reliable answers, on a limited budget.
Babson College wanted an objective view of how its business school was perceived relative to competing institutions. Traditional market research would have been costly and time-consuming, so the school needed a dependable alternative that could deliver meaningful competitive insights within a fixed research budget.
One framework. Five business schools.
We developed a Brand Presence Scorecard (BPS) using more than a year of open-web conversations about Babson College and four competing business schools. Applying the same methodology to every institution, the analysis produced four core KPIs and a single Overall Reputation Score (ORS), giving Babson an objective benchmark of where it stood in the market.
Volume of Mentions
How loud the conversation is: raw share of voice.
Reach Amplification
How far it travels: the audience those mentions reach.
Positive Reactions
What's working in each school's favor.
Negative Reactions
The risks and friction to get ahead of.
Overall Reputation
The four KPIs wrapped in one benchmarked score.
A benchmark Babson continues to measure against.
More than 70,000 online mentions revealed how Babson College compared with four competing business schools across every KPI. The analysis identified where Babson outperformed its peers, where perceptions lagged, and where marketing and communications efforts could have the greatest impact.
Today, the BPS program is repeated on a periodic cadence, giving Babson a consistent benchmark to measure the effectiveness of every major marketing and communications initiative.