Overview of EWU Image Survey The Image, Marketing Communications and Academic Perceptions (IMAP) survey was an exclusively online instrument administered from Monday, April 24-Friday, May 19, 2006. An e-mail message with a link to the survey was distributed to approximately 29,000 EWU alumni, students, prospective students, faculty, staff and nonalumni. A total of 5,796 individuals completed the survey. This represents a 20 percent response rate. Upon entering the survey, participants chose one of five versions of the survey based on self-identification of the constituency group to which they belonged. The survey took approximately seven minutes to complete (not including time spent developing a tagline idea for EWU). Upon completion, a web page featuring a video message from EWU's student body president thanked individuals for their participation and provided a brief update about current EWU initiatives. Participants who completed the survey in its entirety were given a chance to win one of seven Apple iPod prize giveaways. To do this, participants entered a completely separate, secured website. That allowed survey participants to remain anonymous. Participants were asked to provide an idea for a marketing tagline for EWU in order to win the grand prize - an iPod nano. Or, participants could simply enter their contact information in order to join a random drawing for an iPod shuffle.