Northeastern  University

A  Case  Study  in  Global  Branding

Agenda!

§  The problem identifed!•  Domestic messaging does not resonate with int’l

!

§  The research conducted!•  Build internal consensus for the new direction

!

§  The actions taken!•  Put your new look in the field!

§  The results!•  The results are simply the results!

Pipelines & Processes in Place!

Problems identified!

•  Explain Co-op to International Students!•  Provide messages that resonate!•  Increase the # of applications!•  Improve yield!

The plan!

•  Market Research!•  Message Development!•  Message Dissemination!

Surveys!

•  International secondary school counselors!•  Admitted not enrolled international students!

Focus Groups & Stakeholder Interviews!

•  Enrolled International Students!

Message Development!

Message Dissemination!!

Print!Video!

Website – slow process!

NEU  Branding    Circa  2009  

NEU  Branding    Circa  2009  

Social  media  style  posts  in  the  brochure  reinforced  brand  messages  that  emerged  from  our  market  research.  

NEU  Branding    Circa  2009  

Results!

Results!