CASE STUDY
Brand Strategy & Development
Revitalizing Results
A Rebranding Transformation
Situation
At the University of Massachusetts Global, inquiries and enrollments were down double-digits. The rebranding initiative significantly increased awareness, inquiries, and conversion rates.
Strategy
Conducted analysis to comprehend market dynamics, consumer behavior, competitive landscape, and stakeholder perspectives, formulating forward-looking strategy. Process involved:
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Labor Market Analysis To Assess Current Trends
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Business & Competitive Analysis To Evaluate Strategic Advantage
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Researched Consumer Preferences, Needs, And Pain Points For Insights
Action Plan
Insights Revealed:
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Lack of differentiated messaging and emotional benefits
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Identified harried individuals seeking career advancement
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Creative content failed to resonate with target audience
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Flagship program competitiveness deficiency
Transformational Action Plan:
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Developed target audience, positioning, and brand strategy
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Updated brand guidelines
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Revamped messaging and creative strategy
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Launched marketing campaign, Meet You Where You Are
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Launched new advertising
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Revamped flagship program to be competitive
Results
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70% increase in brand awareness
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57% increase in inquiries
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Significant conversion rate improvements.
