Indiana State University's School of Business perceived the need to update the look and feel of marketing materials designed to inform and recruit prospective students. The School asked for MillerWhite's assistance with a marketing review and plan. MillerWhite recommended that research be included as part of its discovery process.

Research was developed to pinpoint the perceptions of key constituent groups regarding the School's marketing efforts; its position compared to other/competing schools of business; general and specific impressions of the School; and suggestions to improve, enhance or sustain the School's image. The survey was conducted with focus groups of faculty and students, was mailed to incoming freshmen, transfer students and selected alumni and was distributed to the School of Business Dean's Advisory Council members.

Extensive and revealing data and respondent comments were provided to the School of Business, which centered on the pride for the School expressed by students and faculty and specific positive responses that could be utilized as the basis of a marketing effort. MillerWhite recommended marketing efforts to improve the image of the School of Business should be built around endorsements and testimonials suggested by the research results and should include a comprehensive, academic-themed brochure and a supporting web site.