Mission House Creative


Executive Education Marketing

INSTITUTIONAL BRANDING CASE STUDY
A degree above the rest.
The branding of UNC’s Kenan-Flagler Business School

Creative Thinking

	1) Degree Recruitment
		• Master of Business Administration (MBA)
		• Executive MBA (Evening and Weekend)
		• Bachelor of Science in Business Administration (BSBA)
	2) Branding
	3) Non-Degree Program Marketing
	4) Alumni Magazine
	5) Frank Hawkins Kenan Institute of Private Enterprise

Executive Education Marketing
Appealing to a wide range of executives seeking solution-based tools and learning with immediate applicability on the job, Executive Education required a range of materials.

Two program brochures were developed highlighting UNC Executive Education’s suite of different products. Contemporary business images, a bright color palette and thoughtful organization of information achieved the sophisticated, professional feel necessary to compel this target audience. For each brochure, the first three spreads depicted key selling points (credentials, faculty and classroom experience, location and accommodations) while charts in the back documented program descriptions, benefits, costs, and registration details.

Advertising and direct mail were developed to promote key attributes, credentials and the image of Executive Education as a whole, while allowing room for interchangeable program information.

Ad headlines, photos and body copy spoke to the leading-edge knowledge and personal attention offered. The bottom of the pieces included the latest course offerings and calls-to-action. Direct mail pieces were consistent with the look and messaging of Executive Education advertising, while allowing for inclusion of the latest program offerings.