The Challenge

Duke had architected a plan to reinvent business school—a plan that would allow business professionals to learn in critical markets throughout the world while maintaining their current careers. The challenge Duke faced was how to succinctly convey their ideas through a verbal and visual language that was recognizable a widespread and diverse audience.

The Solution

SolutionSet initiated a collaborative workshop to draw the long-term vision and unique brand differentiators of Fuqua out of the major stakeholders of the university. The first step to generate excitement, including a newly designed site, a social marketing platform, and the incorporation of online and offline materials. The second step was to drive program enrollment. To accomplish these goals, SolutionSet developed an integrated global advertising campaign that included a multi-component brochure system, unique web content, and brand awareness materials.

The Result

The campaign was launched in six countries and executed in multiple languages. The number of unique visitors to the site increased by 44% compared to the previous year, and site visits from key global markets increased by 40% following the launch.