Brand Messaging | Content Strategy | Website Redesign
When we first met, the culture of marketing at California Western School of Law was driven by faculty activities rather than strategic direction. With the arrival of a new dean, California Western saw an opportunity to reposition Marketing and Communications as a centralized, strategic leader in achieving the school’s strategic plan goals–starting with the website as the hub for engaging with prospective students who fit.
VisionPoint developed California Western’s messaging strategy around four Brand Pillars. Together with Marketing and Communications, we developed an audience-driven content strategy and aligned top, middle and bottom-of-the-funnel content offers with specific stages of a prospective student’s engagement with California Western.
VisionPoint executed the new messaging and content strategy throughout the website's information architecture and visual design. By integrating strong calls-to-action and lead conversion opportunities, we transformed the website from a once overcrowded online brochure, into a dynamic, streamlined and user-friendly content marketing tool.