70% Brand Surge: UMass Global's Remarkable Turnarournd
Who Are They?
Brandman University, with its 60-year legacy in adult education and two decades of pioneering online learning, was a recognized leader in the field. Ranked as a top university for online programs by U.S. News & World Report for 10 consecutive years, Brandman offered over 80 online degrees and certificates.
​In 2021, the University of Massachusetts entered into a strategic partnership with Brandman University. This collaboration resulted in Brandman University officially becoming UMass Global, a new entity affiliated with the prestigious UMass system as a non-profit affiliate. This move enabled UMass to expand its online educational offerings, catering to the growing demand for flexible and high-quality learning opportunities for adult learners across the nation.
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Where Were They Before Working With Us?
Brandman University faced a significant branding challenge following its rebranding to UMass Global. Despite being a well-known institution in California and Washington, offering a variety of strong academic programs in addition to being the second-largest provider of teaching credentials in California, the new association with the University of Massachusetts led to a decline in brand awareness. Prospective students were under the impression that UMass Global could no longer provide state-specific teaching credentials in California due to its Massachusetts connection, even though it was a global company offering such credentials. The overall awareness of UMass Global in California and Washington, where Brandman University had a significant presence, was notably low, and it became crucial to address this branding issue to maintain the university's reputation for delivering high-quality educational programs.​
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What Problems Were They Facing?
Following the rebranding from Brandman University to UMass Global, the institution faced significant challenges, including double-digit declines in inquiries, enrollment, and revenue. Without a clear understanding of the root causes and implementation of an effective turnaround strategy, UMass Global risked continued financial instability, potential loss of market share, and diminished reputation in the higher education sector.
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What Did We Do To Solve It?
A comprehensive analysis revealed key areas for improvement: undifferentiated messaging, misaligned creative content, and uncompetitive flagship programs. We developed a transformational action plan, including a new brand strategy, refined target audience, updated positioning, and revamped messaging. The "Meet You Where You Are" campaign was launched alongside targeted advertising efforts. Results were remarkable: 70% increase in brand awareness, 57% increase in inquiries, and significant improvements in conversion rates. These outcomes reversed declining trends, positioning UMass Global for sustained growth in the competitive online education market.
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."
Mark 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."