Rady School of Management
Alumni and Faculty Campaign
Focus Group | Advertising | Collateral Creation
Undergraduate Student Experience
With the introduction of the Master of Professional Accountancy degree program we wanted to get a read on how and why other accounting programs would be more valuable to the UC San Diego community. Learning how to add value to the messaging.
Admissions Feedback
During strategy meetings with the Admissions department, recommendations were provided based on interactions with prospective students.
Findings
- Most prospects not from the UC San Diego community did not know the Rady School was part of the campus.
- Students found it valuable when there was a highly connected alumni network to tap into.
- The internationally-recognized Rady Faculty researches relevant topics and bragged about.
When evolving the “We Are” campaign, focus shifted on brand consistency, highlighting world class faculty and alumni.
World-Class Faculty
Collaborating with the Digital Marketing Manager, they found great research stories from faculty members that I could showcase our next campaign.
Rady Alumni Network
Interviewed students valued job placement through internships and connected alumni. To showcase the Rady network, this campaign focused on stories with highly connected alumni.
Moving away from dry fact-based program 1-sheeters, Rady shifted the tone to slightly casual and enthusiastic. Trifold brochures were created to highlight each of the 6 programs, the San Diego location and UC San Diego community.
