Georgetown University McDonough School of Business
The Right Message for the Right Audience
Georgetown University McDonough School of Business
The Right Message for the Right Audience
SERVICES
Brand Strategy • Research • Campaign Concepts & Development • Brand & Graphic Design • User Experience & Interface Design • Content Development • Web Development
Challenge
The market was crowded with local, online and prestigious national business schools all competing for attention. Georgetown McDonough wanted to emphasize its global focus and more clearly differentiate its various programs. But how could the school make its brand stand out? And how could Georgetown ensure its message reached qualified prospects, leading to more applications?
Insight
While many business schools provide a global education, the Experience Group found this message was being delivered in the same uninspiring way by every brand. Our discovery process revealed that Georgetown McDonough students were looking for personal fulfillment from their business school experience. They wanted to go find out what they’re made of—to push themselves while preparing to step onto the global stage.
Solution
After interviewing students and alumni, hosting client workshops and conducting a competitive audit, our team developed brand positioning and strategy for Georgetown’s business school and its growing number of specialized programs.
We organized the brand architecture, designed a unified visual look and created program-specific messaging for each program.
Our media strategy, aimed at raising awareness both locally and nationally, included everything from local radio to paid social.
We customized placements and content for each program’s particular audience to increase qualified leads. Throughout these campaigns, we leveraged data and analytics to optimize the messaging.
Outcomes
Our campaign for Georgetown McDonough led to a 160% increase in online leads, and each individual program achieved or exceeded its enrollment goal. The positioning we developed provided a foundation to build upon in future marketing efforts. In recognition of our work’s success, the Higher Education Report gave the McDonough School of Business a Gold Award for its comprehensive global marketing and communications campaign.
