Specifications include, but are not limited to: The College seeks to benchmark its brand awareness among our stakeholders and audiences. Additionally, the College seeks to understand how our messaging about educational excellence, social justice, and community impact is perceived and resonates with stakeholders and audiences. The study should measure perceptions about top-level messaging that may be used in marketing, public speaking, community engagement, government affairs, student experiences, donor experiences, and other touchpoints. Message testing should be part of the design. The analysis of this data should measure effectiveness of the brand messaging driving enrollment, opinion of the College as a higher education institution compared to other institutions, and support for public funding of the College.