northeastern university: a case study in global branding
TRANSCRIPT
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!
Problems identified!
• Explain Co-op to International Students!• Provide messages that resonate!• Increase the # of applications!• Improve yield!
Surveys!
• International secondary school counselors!• Admitted not enrolled international students!
Social media style posts in the brochure reinforced brand messages that emerged from our market research.