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NU's University College targets working professionals interested in pursuing career-related continuing education - graduate certificate courses, part-time graduate degree programs, etc. The two main initiatives I worked on were creating and implementing a sub-brand to help differentiate University College from the main university's brand as well as other competitive programs and creating and executing an integrated multi touch-point marketing program for the Graduate Certificate Course and Programs.
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The primary challenge was to align the new brand with Northeastern University's umbrella brand but also differentiate it enough to target working professionals. The positioning, "Enter with great experiences to share. Leave with valuable lessons learned." was created by my team. More... |
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This campaign involved creating some upfront efficencies to accomodate and categorize 14 different programs into 7 primary offereings. I then developed and executed on a marketing strategy which enabled direct mail, email, floating ads and newspaper ads to reach the right targets. More... |
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