northeastern university: a case study in global branding - ben waxman
DESCRIPTION
Northeastern University is one of the most successful universities in recruiting international students in recent years. In this presentation, Ben talked about how NEU identified their problems in recruiting international students, and used surveys, focus groups and interviews to conduct market research.TRANSCRIPT
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!