How do U of M students perceive the Land O’Lakes brand?
Helping U of M students view Land O’Lakes as a potential employer was one of the goals behind the company’s remarkable $25 million commitment to the University in 2014. Investments in the Land O’Lakes Center for Excellence and student support, as well as programs, sponsorships, and recruiting initiatives, were directed toward building key connections with U of M students.
How is it working? In fall 2016, students in the U of M classes of 2019 and 2020 were surveyed regarding their awareness of the Land O’Lakes brand. Early results are promising, finding that the longer students are on campus, the better Land O’Lakes scores in awareness, perception, and interest in employment. Work remains to be done regarding student perceptions of the Purina and Winfield business units. The study will be conducted annually as these students move from freshmen to seniors.
View the “What’s in your Land O’Lakes backpack?” post to see how students are using the backpacks they received during Welcome Week—part of the brand awareness initiatives.