Stony Brook University

Stony Brook University’s professional training department was growing quickly, and outgrowing their current marketing efforts. They needed a brand identity that established them as the regional leader in corporate education.

The Challenge

We needed to understand the client market better. The available data of past enrollees was very limited, so we began by defining target segments within markets in order to develop our key messaging strategies. We organized their programs for these segments: Current Professionals, Project Management, Management Development, C-Suite/HR Executive, and Lean/Six Sigma.

Also, their corporate identity was diluted by the use of several names and organizations – often confusing. We suggested a name that confidently positioned the department as a leader in corporate education while leveraging the name and brand awareness of the highly recognized University.

The Solution

A name is just a starting point. In order to move professionals from awareness to enrollment, we had to build the brand and deliver a message that pushed the strengths of CCE’s instructors, curriculum, and relationships with corporations, institutions and workforce development leaders. To do that, we established and executed a sound, comprehensive marketing plan, which included:

■ Creative communication tools from print ads to distinctive collateral

■ Digital marketing and email campaigns

■ Website design and development - both promotional and functional

While establishing and building CCE’s persona through branding and traditional marketing campaigns, we also needed to address their social media presence. From number of followers to likes to user interactions, we felt the program needed to be bolstered on every level. A strategy was implemented that included more consistent posts, engaging content, and strategic paid promotions. From Facebook to LinkedIn, we designed not only to increase CCE’s following, but to motivate users to click their way over to the department’s website.