SWOT ANALYSIS INTERNAL ELEMENTS Pratt’s Strengths and How to capitalize on them: 1. Pragmatic curriculum Extensive curriculum based on creative problem solving 2. Pratt located in New York City Students obtain art inspiration from the city and wide range of opportunity for internship. 3. Students can graduate any semester It makes possible to manage students own life schedule for graduation. 4. Outstanding Faculty Pratt ‘s faculty members have received more than 18 Tiffany, Fulbright and Guggenheim awards as well as the Rome prize. 5. Pratt enrolls a diverse group of students. Open to students who do not have Bachelor of Fine arts in Graphic Design. 6. National ranking US News ranked Pratt’s graduate Interior Design program first in the country. Industrial Design was ranked fourth, Graphic Design was ranked ninth, and Fine Arts 15th nationally. 7. Beautiful Pratt’s Brooklyn campus Pratt buildings are designed by renowned architects, engineers and designers. Pratt’s Brooklyn campus is the largest sculpture park in New York City. 8. Notable alumni that range from a variety of fields Studio5 design’s role: Studio Five serves Pratt’s needs perfectly because our designers are from Pratt graduate program. We understand very well about Pratt depending on personal experience. We know school environment and other competitors located in New York. When rebrading Pratt , we will promote and capitalize on Pratt’s strengths. We ensure a creative brand identity that will lead to Pratt’s future students by identifying a focused and exciting identity. Studio Five’s practical experience of new brand structures will allow us to rebrand Pratt institute best suited to draw attraction from new audiences.
Pratt’s Weaknesses and how to counter them: 1. Pratt lacks to support for students. Less opportunity to build a relationship and find mentor in faculty, less attention per student. 2. Open to students who do not have Bachelor of Fine arts in Graphic Design Non-major students might hard to catch up studio class. 3. Pratt lacks communication with local community and other school in New York. 4. Pratt lacks material supporting with high quality of equipments for students. No 24-hour access computer lab in either the Brooklyn or Manhattan campuses. Pratt provides limited studio space for graduate students in the Brooklyn campus. 5. Students from Manhattan campus are hard to get in part of main Pratt community geographically. 6. Pratt had bad reputation for a while on the past. “If you need a Visa, go to Pratt” ad campaign
Studio5 design’s role: Studio5 design will solve Pratt’s problem and help to find solution. Even though Pratt has the high recent national rankings, it has the negative reputation from past image and students’ complaints. We will try to neutralize these negative effects on Pratt. Also, we will try to get back initial Pratt’s renowned reputation to draw new audiences by rebranding Pratt.
EXTERNAL ELEMENTS Pratt’s opportunities and how to capitalize on them: 1.Opportunity to work with students having different background. 2. Geographical benefit New York City provides over 80 museums, 500 galleries, and new event every day. 3. Build relationship within design industry Have more student work exhibitions and invite art directors and creative directors 4. Exchange equipments and working together with other school. 5.Encourage students to participate virtually with Pratt through school online community. 6. Get more faculties to teach from those design studios 7. Promote faculty as big names in the industry 8. Design symposiums Hosted and held at Pratt that would encourage the interaction between design professionals, faculty and students Studio5 Design’s role: Studio5 Design has been located in New York City since its establishment. We have strong relationship with design industry and schools. We understand the patterns and needs of design industry and schools, and can use this experience when designing marketing materials.
Pratt’s threats and how to capitalize on them: 1. Many art schools and programs are located in New York City ex) SVA, Parsons, FIT, NYU, The Cooper Union, Columbia University. 2. Expensive tuition 3. Approaching commercial way for rebranding might produce side effects to people. 4. Investing in building new brand might lead to difficulties for supporting current students practically.
Studio 5 Design’s Role: Studio 5 Design can create new Pratt brand identity for exploring new challenges and directions in the rapidly moving world of communications and involving in new audiences friendly. We will consider both demands of current students and prospective students.