19
The Image and Awareness of Our Competitors by Deans and
Presidents
Embark.com
·
Everyone surveyed (deans and presidents) knew little or nothing about
Embark.com. A couple of people said that they had been contacted by this
agency recently. Several people stated that Embark.com provided similar
services to Peterson s, but they were not using them at this time.
Princeton Review
·
The deans and presidents knew little about the Princeton Review, although it
is a little more widely known than Embark.com. No one was extremely up-to-
date about the services that Princeton Review is currently providing. Most
responses were as follows: ÒdonÕt know much of anything about itÓ, Ònot
familiarÓ, Ònever heard of themÓ, and Òonly know them as a test prep
company.Ó One dean said that Princeton Review is a good company, but
their school is not currently using it. The most extreme answer was that the
Princeton Review is an Òunprofessional bunch of slime balls - they look for
sensation seeking opportunities to disrupt the admissions process. They do
not report factual assessments of schools.Ó
In conclusion, it appears that Peterson s is the most widely recognized name of
the 3 companies mentioned in the survey. Hardly anyone was aware of the
services provided by Emark.com or Princeton Review. However, several people
stated they were recently contacted by Embark.com, so it seems that they are
trying to make their company more of a household name.
Expectation to Our Competitors
Due to the fact that many of the people surveyed were not aware of the services
provided by these two companies, they could not comment on how they could be
improved, other than to make themselves known, and to increase their Internet
presence.
