Brand Strategy for the Higher Ed ‘Warrior’
East Stroudsburg University
What happens when a brand goes “back to school” to gather insights and build a strategy that redefines and realigns with overall goals?
Our brand tracker study revealed that within eight months of the brand campaign launch, East Stroudsburg University saw a lift in stakeholders’ overall impression of the institution.
Transforming perceptions and raising awareness to redefine the University’s brand in order to elevate above a sea of sameness.
In a highly competitive higher education market, East Stroudsburg University was challenged to increase its awareness among potential, traditional, and non-traditional students while also changing stakeholder perceptions of the institution. Inconsistencies in ESU’s brand communications to stakeholders – including prospective students - was also causing a lack of brand distinction.
Uncover foundational insights to build a strategy that aces all the tests.
We conducted qualitative and quantitative research across internal and external stakeholders to understand primary needs, attitudes, perceptions, and emotional motivations. We developed distinct positioning concepts and tested for relevance, credibility, and preference – a crucial step unique to our process.
Our Brand Beacon outlined key elements of the strategy including brand essence, positioning, and personality. These insights launched a visual identity refresh, an integrated marketing plan, and the new ‘Where Warriors Belong’ campaign.