Transforming the Brand to Achieve the Highest Enrollment in 13 Years

The Company

Pepperdine University is a nationally recognized private university in Southern California. Pepperdine Graziadio Business School serves graduate and executive-level students through a portfolio of MBA, master's, and executive education programs designed for working professionals and business leaders.

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The Challenge

Pepperdine Graziadio was facing stagnant enrollment and declining brand visibility in an increasingly competitive graduate business education market. The school’s positioning and messaging were not clearly communicating its differentiation or creating the relevance needed to attract prospective students. 

The challenge was to strengthen the brand, increase awareness and engagement, and ultimately translate that momentum into enrollment growth.

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The Approach

I led a comprehensive brand transformation designed to strengthen Pepperdine Graziadio's market position, increase visibility, and drive enrollment growth. The work connected brand strategy, positioning, integrated marketing, media relations, partnerships, and audience engagement around a unified growth strategy.

Lack of clear positioning and brand differentiation in a competitive market

• Led the development of a refreshed brand strategy, positioning, and messaging

• Built and executed integrated marketing campaigns across paid, earned, owned, and social channels

• Improved digital marketing through user-generated content and paid media

• Secured an AEG partnership, launching the university's first Sports & Management program

• Built a content strategy and ambassador program to scale engagement

• Overhauled the ranking strategy across departments to elevate school visibility

• Expanded thought leadership and media relations to increase visibility and credibility

• Strengthened marketing programs designed to attract and convert prospective student​

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The Results

The brand transformation strengthened Pepperdine Graziadio's market position, increased visibility and engagement, and contributed to significant enrollment growth:

• Achieved highest enrollment in 13 years

• Generated 500M+ PR/media impressions

• Increased engagement by 60%

• Event strategy generated 250M+ impression and delivered a 4% YOY increase in registrations

• Improved the school's competitive position and rankings

• Established a strategic partnership wit AEG, expanding brand visibility and engagement opportunities

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