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Alumni Magazine
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
Alumni Magazine
In order to compete with other top-ranked business schools and function as a valuable tool for alumni and potential business school applicants, MHC transformed the magazine from a standard alumni update to a credible, practical business periodical. Through the reorganization of content and custom concepts/visuals for each issue’s cover and feature stories, the publication achieves a relevant, close-to-business feel. Each issue’s cover and feature stories are brainstormed collaboratively with the client to determine the most relevant topics. Then, compelling, creative concepts and headlines are developed to entice and benefit the reader.
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