Berkeley Haas
Creating content to support recruiting efforts
Competitive Assessment - Messaging - Content Creation
Challenge
Competing against other top MBA programs in the U.S., UC Berkeley's Haas School of Business found it difficult to attract prospective students to their program. Recognizing this, Berkeley Haas aimed to enhance their appeal and communicate their distinctive qualities. The Director of Brand Marketing and Strategic Initiatives reached out for help in formulating updated messaging to be incorporated into all marketing materials.
Approach
We first conducted a high-level competitive assessment to benchmark where Berkeley Haas stood relative to other top business school programs. We then met with key stakeholders to get input on the main points to include in messaging.
We then drafted a creative brief for alignment and developed the initial content and story. Once done, we visualized all the marketing materials for a cohesive look and feel.
Result
The updated marketing materials enabled Berkeley Haas to effectively emphasize its distinctive features compared to other top business schools and helped them reach a broader set of prospective students.
