Strategic Media Plan for Four-Campus University
Please find under a summary covering project details and feedback. The innate facts are kept as they are, private information is amended.
Introductory information
A fast induction on the buyer’s organisation
I’m the SVP of interactions for Johnson &, Wales University. We’re based in Rhode Island, but we also have member campuses in Colorado, Florida, and North Carolina. Our programs consist of 13,000 undergraduate, graduate, and online students.
Desired goal
What challenge were you trying to address with Forge Worldwide?
Our biggest challenge revolved about brand recollection. We spent decades educeing a worldwide reputation as a culinary university, so despite expanded our programs to include multiple colleges of varying disciplines, most nation didn’t know the full breadth of our services. Our last goal is to increase admissions and support campus fundraising. But the targeted goal with this engagement was to change our reputation and better brand awareness.
Provided solution
What particular tasks were Forge Worldwide responsible for?
We occupied in a full rebranding campaign, so Forge Worldwide helped us with campaign strategy and outgrowth. They handled a lot of the creative work, but our in-house team slowly adopted that responsibility over time. Following that, they oversaw the campaign’s full implementation and execution. Another ingredient of that set implicated an ongoing analysis reputation and awareness.
Being both a transmitted and digital campaign, Forge Worldwide helped us purchase media to support the rebranding effort. The transmitted advertising push included two television commercials and a expressive quantity of air time. We also ran radio ads and purchased billboards athwart each campus’s home state. That being said, the superiority of the project revolved about digital marketing.
Was there a dedicated team?
Harry (CEO, Forge Worldwide) and Rob (Principal, Forge Worldwide) were implicated from set to complete. Though, Melissa (Director of Client Engagement, Forge Worldwide) was our leading touch throughout the process. We also interacted with an account director and a picturesque design team.
How did you come to work with Forge Worldwide?
I had worked with them while I was with another University and esteemd their expertness set. That was a branding project as well, so I recommended them once this challenge came up. We interviewed five different companies but lastly selected Forge Worldwide.
How much have you invested with them?
We spent over $1 million.
What is the terminal result of working with Forge Worldwide?
We worked unitedly from October 2014–December 2017.
Results achieved
Are there any measureable or plum results?
Before the rebranding project took locate, we surveyed prospective students, the parents of prospective students, and alumni to programt a brand awareness benchmark. We establish that 85% of the measured cluster knew us only as a cooking school. After the leading two years of rebranding ourselves within each aggregation, we saw our reputation shift positively in see state. Now that campaign has concluded, our metrics show that we’ve penetrated the market expressively. I wish we could’ve continued the relationship with Forge Worldwide, but we had to shift money to other operations.
How did Forge Worldwide accomplish from a project treatment standpoint?
We held biweekly telephone meetings with them to keep the project moving along. The frequency of those calls increased to weekly occurrences during peak outgrowth times. While the effects being discussed frequently varied, Melissa always joined us on the call. Rob and Harry would hear these meetings on occasion.
Our inner team over-managed them at leading. They were hired to be creative and have artistic freedom, but we weren’t allowing that to happen. We eventually worked it out by having both parties hear and adjoin. Harry checked in with us frequently to keep his finger on the pulse of the relationship. I establish that to be inestimable to our achievement. Creative differences occurred, but they approached each locality professionally and educeed reasonable solutions.
Forge Worldwide didn’t just pursue the assignments and welcome our critiques. We educeed a good rapport with them as they further iterated each deliverable. They always responded to our desires when we wanted to move from one course to another.
What is (from your point of view) the key factor to pay observation while intercourse with Forge Worldwide?
We esteem their strategic mindset. They utilized a entire discovery process to educe careful insights touching our brand oneness. That process enabled them to form an powerful campaign tagline that encapsulates our being as a university.
What aspects of their work would you like to get betterd?
I wish we could’ve addressed the microtreatment effect sooner than we did. I would’ve liked if they pushed us with new concepts and ideas from the set. I’ve already discussed this feedback with Harry and Melissa on numerous occasions.
