Branding campaigns
At Heidelberg PR, we know the first step to a successful branding campaign is to listen to our clients. Getting to know who they are today helps us better understand what they’d like to be in the future, and weaving that real-time knowledge into our branding campaigns brings elements of authenticity and credibility to our campaign messages.
- Some of our greatest branding campaign successes include
- A new student recruitment campaign for a local university
- An awareness campaign encouraging students to attend accredited business schools
- A new business launch campaign introducing a national brand into a new market
The Association to Advance Collegiate Schools of Business: The “You Know It!” Campaign
AACSB International faced a unique challenge — raising prospective students’ awareness of the value of its business school accreditation.
An organization steeped in history, tradition and academic laurels, AACSB sought to repackage itself with an image and message that resonated with high school juniors and seniors. Using testimonial stories from students at AACSB-accredited schools around the globe, the “You Know It” campaign is designed to interest, inform and motivate students towards selecting AACSB schools.
The campaign officially launched by reaching out to high school guidance counselors at the Fall 2006 NACAC conference (The National Association for College Admission Counseling), then continued with the use of additional print materials to drive students to a newly-created AACSB Web site designed specifically for the student audience.
The Fall 2006 “Decisions” Campaign Student Recruitment
The Fall 2006 “Decisions” Campaign developed for a large Research I university in Florida led to increased enrollment applications and enrollment figures — surpassing the client’s goal by over 30 percent.
The Heidelberg PR team supported a 12-month plan to bolster overall student recruitment by developing and producing print, e-based and web communications that conveyed a consistent branding image and urgent message to prospective students.
Tampa Bay, Meet ActionCOACH Pinellas
In the fall of 2007, Heidelberg PR was retained by a new franchise, ActionCOACH Pinellas, based in Palm Harbor, Fla., to introduce the new business coaching firm to the local business community.
Over a six month period, Heidelberg PR focused on positioning the new coaching team as subject-matter experts in their respective areas of strength. Promoting both the firm and its educational seminars, along with the individual coaches, we used a combination of traditional marketing collateral, such as newsletters, and targeted media relations to secure television and radio features about their capabilities and services.
