70% Brand Awareness Surge and 57% Inquiry Growth
Who Are They?
UMass Global, formerly Brandman University, is a nonprofit affiliate of the University of Massachusetts system serving adult learners nationwide with 80+ online degree programs.
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Where Were They Before Working With Us?​
Following its rebrand, UMass Global experienced double-digit declines in inquiries, enrollment, and revenue due to confusion about its ability to provide state-specific teaching credentials.
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What Problems Were They Facing?
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Low brand awareness in key markets (California and Washington).
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Misaligned creative and undifferentiated messaging weakened engagement.
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Prospective students believed UMass Global could no longer provide credentials in their states, threatening market share.
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Leadership lacked a clear strategy for reintroducing the brand and reversing declining trends.
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What Did We Do To Solve It?
​I developed a transformational action plan to clarify UMass Global’s positioning and reintroduce the brand to prospective students. Key actions included:
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Launching the “Meet You Where You Are” campaign to differentiate the university and reconnect with its audience.
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Overseeing targeted advertising efforts to improve reach and relevance.
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Aligning internal teams and external partners around a unified growth strategy.
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Delivering a new brand strategy, refined target audience, updated positioning, and revamped messaging.
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Creating a communications and organizational rollout plan to ensure consistency and alignment across all touchpoints.
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The Results
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70% increase in brand awareness and 3% increase in brand equity
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57% increase in inquiries and significant improvements in conversion rates
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Reversed declining trends and positioned UMass Global for sustained enrollment growth.
Terri Carbaugh
Vice-Chancellor
Advancement, Alumni, & Public Affairs
"I highly recommend Lisa Perry to any prospective client who is seeking to advance their c-suite communications, modernize marketing and communications strategies, execute plan tactics, manage a small or large-scale division, and seamlessly work across departments. I came to admire her ability to foster deep connections with members of her audience– who, in turn, would jump at the chance to join forces with her in the promotion of her various marketing and communications campaigns (myself included)."
Alan Enomoto
Interim Dean & Professor
"In all my years as an educator and leader, I have never enjoyed the opportunity to work with any individual as much as I’ve had than with Lisa Perry. I have personally witnessed people tell her how appreciative they were for her extraordinary marketing efforts and how much they credit her for their program’s successes. Lisa is truly a gifted individual."
Marc Lyncheski
Director, Creative Services
"From day one, she hit the ground running so efficiently and effectively in a way that rarely happens in today's workplaces. I was impressed with how quickly she dove into - and grasped - the brand, identity, target markets, product, processes and culture. She flat out annihilated the learning curve that I saw others struggle with in the past. She consistently managed to foster solid engagement from everyone involved, no matter their level or department within the organization. In addition to demonstrating impressive leadership skills, she provided sound, results-driven strategic guidance and support to everyone involved. When working with my creative department, Lisa's input greatly helped my team, making our objectives clear, and kept the creative/production process running smoothly and timely."