Each of these individual schools delivers leading-edge research and work that has profound, real-world impact.
The Challenge
The university had accumulated an extensive archive of messaging over the years, aimed at conveying each school’s unique offering. A diverse group of stakeholders made up of university executives, academics, and business support staff all came with varying perspectives, adding another layer of complexity.
This led to fragmented and subjective viewpoints about what each school should communicate rather than strategic, audience-led positioning and messaging.
The Solution
Starting with extensive audience research, we examined students’ decision-making processes when choosing their university, school, and course. And this showed us where the schools had an opportunity to influence these choices. We also engaged stakeholders, conducting in-depth interviews and workshops across the faculty. This meant each of the six schools could guide the development of their positioning and core messaging.
Through all this, we identified the need to reposition the faculty as both a support system for the schools as well as the facilitator for successful collaboration between the different disciplines for results that resonate at a global level. That led to the positioning of the faculty as a “Community of Global Impact”—a hub where the schools could unite to achieve greater success.
We also established messaging pillars for each school, all within established brand guidelines. From these, we created a suite of visual materials for each school that act as an easy-to-understand “elevator pitch” for all staff.