Brand Messaging, Website Redesign, Integrated Marketing
When we first met, relatively few people knew that NC State had an MBA program. Even if they did, they weren't quite clear on what the program stood for. In a region full of top-tier business programs like Duke University’s Fuqua School of Business and UNC-Chapel Hill’s Kenan-Flagler School of Business, the Jenkins MBA program simply did not stand out.
The first step in communicating the program's value was to refine its messaging. Through research with deans, faculty, staff and students, VisionPoint worked with the MBA program to define five key messaging points or 'pillars' - Technology Focus, Real Projects with Real Companies, Academic Rigor, Cross Disciplinary Partnerships and Value. These pillars would serve as the central themes for the program and its marketing efforts.
Over the years—as a true partner—we applied this messaging to the program’s website, content strategy, print materials, social media strategy, a mobile version of the site, online outreach campaigns (paid search, banner ads and Facebook ads) and even billboards, radio spots and the design of Jenkins’ interior space at their satellite campus in Research Triangle Park.