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CASE STUDY

Brand Strategy & Development

University Massachusett Global

Revitalizing Results

A Rebranding Transformation
MAE.jpg
MAE.jpg

Situation

At the University of Massachusetts Global, inquiries and enrollments were down double-digits. The rebranding initiative significantly increased awareness, inquiries, and conversion rates.

UMG Brand Correlation.png

Strategy

Conducted analysis to comprehend market dynamics, consumer behavior, competitive landscape, and stakeholder perspectives, formulating forward-looking strategy. Process involved:

  • Labor Market Analysis To Assess Current Trends

  • Business & Competitive Analysis To Evaluate Strategic Advantage

  • Researched Consumer Preferences, Needs, And Pain Points For Insights

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Screenshot 2024-02-16 at 2.31.34 PM.png

Action Plan

Insights Revealed:

  • Lack of differentiated messaging and emotional benefits

  • Identified harried individuals seeking career advancement

  • Creative content failed to resonate with target audience

  • Flagship program competitiveness deficiency 

Transformational Action Plan:

  • Developed target audience, positioning, and brand strategy.

  • Updated brand guidelines & launched ad campaign.

  • Revamped messaging and creative strategy.

  • Revamped flagship program to be competitive.

Results

  • 70% increase in brand awareness

  • 57% increase in inquiries

  • Significant conversion rate improvements.

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