University of Massachusetts Global's Rebranding Success: 70% Rise in Brand Awareness and 57% Increase in Inquiries

University of Massachusetts Global, a leading online institution, faced declining inquiries and enrollments. To reverse these trends and boost awareness, the university sought a marketing expert to conduct a comprehensive rebranding initiative.

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The challenge involved understanding the causes of decline and identifying growth opportunities. A thorough analysis was conducted, examining market dynamics, consumer behavior research, competition, and stakeholder perspectives. Key areas for improvement included undifferentiated messaging, misaligned creative content, and a flagship program lacking a competitive edge.

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A transformational action plan was developed to address these challenges. This included a comprehensive brand strategy, refined target audience, new positioning, updated brand guidelines, and revamped messaging and creative strategies. The "Meet You Where You Are" marketing campaign was launched alongside targeted advertising efforts, and the flagship program was redesigned for increased competitiveness.

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The rebranding initiative yielded remarkable results. UMass Global experienced a 70% increase in brand awareness, a 57% increase in inquiries, and significant improvements in conversion rates. These outcomes reversed declining trends and positioned the university for sustained growth in the competitive online education market. By aligning its brand and offerings with career-driven individuals seeking advancement, UMass Global successfully reinvigorated its appeal and relevance in the higher education landscape.