Print & Web Communications for Education
Case Study
Tulane University Freeman School of Business
With a move in the rankings from the top of the second tier to the bottom of the first tier, the Freeman School of Business at Tulane University needed to re-assess its branding and communications programs to more effectively compete in a very different marketplace.
Zehno kicked off its partnership with Tulane by conducting a school-wide communications audit. The audit identified key “points of pride” the school should use in its communications materials to convey the results that students could expect after attending a program. It also revealed that the New Orleans location prompted many sought-after students to choose Tulane over some top 10 programs.
The audit also outlined suggested communications campaigns to address some of the most pressing needs.
The first major outcome of the audit was a redesign of the school’s visual identity to match the brand personality articulated through the audit. Descriptions such as “gutsy,” “up-and-coming,” “independent” and “entrepreneurial” were illustrated using bold typography, a bright color palette and the lush photography of New Orleans as personally experienced by Tulane business students.
The next phase used this identity system to create exciting new search pieces, viewbooks, brochure templates, folders, Web site templates, etc. Working together, these pieces reinforced Tulane’s identity with target audiences.
To achieve specific recruiting goals, Zehno turned to new methods. For example, by combining e-mail and a nontraditional direct mail package to promote upcoming Executive MBA information sessions to purchased regional lists, the school doubled attendance at the highlighted session.
For more information on specific projects, visit these project pages:
MBA Recruiting Campaign
Executive MBA Search Campaign