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USC Exec Ed

REBRANDING AN EXECUTIVE EDUCATION PROGRAM
Learn how we helped USC Marshall Executive Education rebrand itself

SUMMARY

USC Marshall School of Business Executive Education courses are non-degree professional development programs designed to help get you where you want to go in your career. Our faculty use innovative instructional methods, learning journeys, relevant case studies, business models and experiential exercises to give you the edge you need – now.

BACKGROUND

The USC Marshall Executive Education draws on the resources and expertise of one the top ranked business schools in the U.S. and the world to provide business knowledge and skills to working professionals.

OUR ROLES

SUMMARY

USC Marshall School of Business Executive Education courses are non-degree professional development programs designed to help get you where you want to go in your career. Our faculty use innovative instructional methods, learning journeys, relevant case studies, business models and experiential exercises to give you the edge you need – now.

BACKGROUND

The USC Marshall Executive Education draws on the resources and expertise of one the top
ranked business schools in the U.S. and the world to provide business knowledge and skills to
working professionals.

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USC Marshall Executive Education, empowers leaders with an emergent set of capabilities. We aim to help business professionals create their personalized, career-long, learning journey.

OUR ROLES

CHALLENGE

Under new leadership, USC Marshall School of Business had a renewed focus on enhancing their Executive Education Division to provide relevance to business professionals
throughout their entire professional career.

The challenge included create an immersive experience designed to locate, attract, convert,
and retain registrants Exec Ed wishes to serve; Align all channels to follow the same strategy, company values, and business objectives; Ensure customers receive the same message, no matter where they encounter our brand.

DISCOVERY

During the onboarding process, we uncovered some key factors that would allow us to rebrand USC Marshall Executive Education successfully.

Key Issues Summary

  • • Executive Education is an estimated $80 Billion dollar market; however, market providers are diverse and plentiful—creating considerable channel options and channel noise.
  • • Competition includes not only other university executive education programs but also includes: private professional development and training companies, consulting organizations (including the Big 4), Coursera.com, edX, Alison, Udacity, Linkedin.com Learning, Skillshare, Codecademy, Udemy, Tedtalks, podcasts, and Youtube and more.

This extensive competition creates challenges for USC Marshall Executive Education to stand out and compete for the limited training and development budgets.

Key Rebranding Summary

  • • Reestablish brand’s audience and market
  • • Redefine vision, mission, and values
  • • Rename department
  • • Reconsider brand’s tagline
  • • Rebuild brand identity

SOLUTION

Rebranding

Marshall Executive Education has been a “best kept secret” in the market. Businesses and consumers know USC for undergrad, MBA, film school, recent scandals, and sports.

Rebranding Goals:

  • Create an immersive experience designed to locate, attract, convert, and retain registrants Exec Ed wishes to serve.
  • Align all channels to follow the same strategy, company values, and business objectives.
    Ensure customers receive the same message, no matter where they encounter our brand.

STRATEGY

Business leaders are challenged to learn, shift, pivot, adapt. Answering this global demand, USC Marshall Executive Education offers courses that deliver the insights, knowledge, and skills necessary to thrive. With USC Marshall Executive Education, get the proficiency you need to stay on the cutting edge and lead with confidence.

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Staying Ready for What’s Next. Preparing professionals for the frequently changing business environment with the insights necessary for achieving success.

Business leaders at all levels must strengthen core capabilities and prepare themselves for the evolving skills of tomorrow. Experience transformational learning journeys in our short professional development courses. Take one of our career-changing programs and stay ready for what’s next.

WEB DESIGN

Redesign of all Exec Ed web pages to be competitive

  • Functional architecture
  • Customer-centric pages
  • SEO implementation
  • Easy-to-load storytelling assets: video, photos, infographics, and more

SOLUTION

Email Marketing

  • Lead nurturing
  • Email campaigns
  • Tracking & data
  • Creating a buyer profile
  • Creating dynamic content

PAID MEDIA

We helped USC Marshall Executive Education with strategy, copywriting and implementation of their paid media campaigns.

SOCIAL MEDIA

The main content goal of was to promote upcoming courses. The secondary goal was to offer career advise, leadership at work, leadership and workforce statistics, and course testimonials.

SOCIAL LISTENING

We developed and implemented a social listening campaign to reveal course creation opportunities. We took this information and used it to help with new course offerings.

SEARCH ENGINE OPTIMIZATION

We track hundreds of keywords — Google & Bing, desktop & mobile, local & national to understand the client’s rankings and those of their competitors.

We analyzed the competition to see how they stack up and gain visibility into our biggest opportunities.

Automated site checks to see what site issues were hurting their rankings and developed a prioritized list of what to fix for fast wins.

We also developed new keyword ideas that informed their content strategy and build an detailed editorial calendar to increase search visibility for their course offerings.

Our Results

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Increase in Search Visibility
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Courses Launched
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