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Northeastern  University
A  Case  Study  in  Global  Branding
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!
Pipelines & Processes in Place!
Problems identified!
•  Explain Co-op to International Students!
•  Provide messages that resonate!
•  Increase the # of applications!
•  Improve yield!
The plan!
•  Market Research!
•  Message Development!
•  Message Dissemination!
Surveys!
•  International secondary school counselors!
•  Admitted not enrolled international students!
Focus Groups & Stakeholder Interviews!
•  Enrolled International Students!
Message Development!
Message Dissemination!
!
Print!
Video!
Website – slow process!
NEU	
  Branding	
  	
  
Circa	
  2009	
  
NEU	
  Branding	
  	
  
Circa	
  2009	
  
Social	
  media	
  style	
  posts	
  in	
  the	
  brochure	
  reinforced	
  brand	
  messages	
  that	
  emerged	
  from	
  our	
  market	
  
research.	
  
NEU	
  Branding	
  	
  
Circa	
  2009	
  
Results!
Results!

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