Case study
Higher education school for lifelong learning
Scope of work: research, brand & marketing strategy
An esteemed higher education institution in the US wanted to expand the reach of their lifelong learning school. With scant information about their current learners, they were unsure of how to deepen their engagement with their base, retain loyalty, and attract new learners. In partnership with a Chicago-based agency, we developed a three-phase research approach to answer these strategic questions. Phase one focused on understanding existing learners and their needs. We facilitated interviews with learners and developed a thorough report of actionable recommendations encompassing brand strategy, personas, product development ideas, and tactical marketing opportunities. The client has eagerly started to implement these recommendations and currently discussing the initiation of phase two.
“Our client was seeking concrete marketing recommendations that would increase student recruitment quickly and dramatically. Rebecca instantly recognized that this ultimate goal could only be attained with in-depth data and strategic insights about the current student population—who they were, what they wanted, how they were attracted in the first place, and what kept them loyal. Rebecca first helped us design and analyze a survey to discover essential data about student demographics and affinities, then conduct in-depth interviews with representative students. Her quantitative and qualitative research skills were critical in satisfying the client’s needs.”
– Agency Owner