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Career Education

Creating Brand Preference In Education

Challenges

  • CEC sought to enhance and solidify its leadership position across its four curricula and multiple brands including Le Cordon Bleu, Gibbs, Briarcliffe, and AIU
  • CEC needed a better understanding of the needs, wants, drivers and decision-making processes of its multiple constituencies: recent high school graduates, young adults, older students. International students, Employers and Government sponsors
  • CEC wanted to create brand preference for its schools over competitors such as DeVry, ITT, Apollo Group, Corinthian, Strayer and University of Phoenix

Approach

  • Using the Consumer BuyWay™ methodology, developed a deep understanding of key constituent needs, demands, drivers and motivations – what they say and what they do –and formed the basis for a compelling brand architecture and positioning
  • Developed a strategic framework to assure consistent marketing execution across multiple touch points with students and other key constituents

Results

  • New understanding of brand equities maximizes relevance and preference for CEC schools
  • Optimized each interaction with students to communicate CEC brand promise, improve recruiting, increase enrollment, streamline processing and foster better community relationships
  • Reached goals of improved lead conversion, number of referrals and lower cost per lead

 

Case Study Career Education BuyWay

 

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