Brand Strategy and Program Development

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Brand Strategy and Program Development
AACSB Building B-Schools Development and
Communications Conference 3/4/2006
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• Lipman Hearne Perspective
• Largest U.S. marketing firm exclusively serving
  nonprofits
• 65 of clients are in higher education
• Full-service firm
• Thought leadership
• Offices in Chicago and Washington, D.C.

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• Our client base
• University of Chicago, Graduate School of
  Business
• The Fletcher School of Law and Diplomacy, Tufts
  University
• GMAC
• Yale School of Management
• Rutgers University

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• ATTRIBUTE NAME IF REQUIRED

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• Case Studies

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University of Chicago Graduate School of Business
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The challenge

• One of the top business schools in the world and
  the first to offer the executive MBA
• Campuses on 3 continents
• Increasing competition from other EMBA schools
• Uncoordinated global marketing efforts

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Our response

• Compelling articulation of the Chicago GSB brand
• Competitor analysis
• Research with current and prospective students
• Positioning statement Moment of truth
• Global advertising and interactive media

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The results

• Inquiry levels surged overseas in 2005 season,
  indicating increased program awareness and
  interest
• Inquiries up 41 in Europe
• Inquiries likewise strong in Asia, 34
• Applications expected to be up across the
  campuses as submissions are pacing well vs. last
  year

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The results

• London marketing a driver of increased Web
  traffic
• Moment of Truth ad campaign had global reach
• 26 countries
• 44 million readers
• 189 insertions
• Significant press coverage of London move
• Coverage included Financial Times, The
  Economist, Business Week, Chicago Tribune,
  Frankfurter Allgemeine Zeitung, and many news
  wires and other global publications

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Discussion