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  Duke University's Fuqua School of Business is the first truly global business school shaped and driven by the fundamental issues of the 21st Century. The school creates globally competent leaders - people uniquely qualified to solve business and global problems.

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 key proof point of this new approach was their Cross Continent MBA program. The challenge Duke faced was how to succinctly convey their groundbreaking ideas through verbal and visual language and how to disseminate that message to a widespread and diverse audience.

the solution

SolutionSet initiated the process with a collaborative workshop to draw the long-term vision and unique brand differentiators of Fuqua out of the major stakeholders of the university. Following these exercises, SolutionSet returned with a brand that was modern and indisputably Duke: bold and real. The result was a brand platform that could be extended across multiple online and offline channels.

The first step in extending this newly developed brand was to design a plan to generate excitement and interest in Fuqua as an institution and leader in global business education. The plan initiated with the development of a newly designed site, a social marketing platform, and incorporated both online and offline materials to generate interest and drive site traffic.

The next step was supporting Fuqua's public unveiling with an even gathering key faculty, leaders in the business education arena and global partners. The press event was publicized through webcasts and global advertisements. In addition, materials such as signage and press kits were also created in support of the event.

The third step to the plan was to support Fuqua in driving program enrollment. SolutionSet developed an integrated global advertising campaign that included the design of a multi-component brochure system, a positioning web-mercial and brand awareness advertisements. The campaign was launched in 6 countries and executed in multiple languages.

the result

• Average increase in time on site by 27% compared to previous year


• Average increase in site visits from key global markets (United Kingdom, Russia, India, and China) by 25-40% following launch activities


• Overall increase in unique visitors by 44% compared to previous year