Building a distinctive brand is among five goals outlined in Bentley’s strategic plan for 2013 to 2017 (look for details in the next Observer). The plan took shape as academic institutions compete for students and resources like never before. Higher education also faces a rising degree of public skepticism.
“Students, parents and others question whether colleges are preparing graduates for the world of work,” says President Gloria Cordes Larson. “In addressing the concern, we have an opportunity to capitalize on the unique ways that Bentley grooms effective, ethical and socially responsible leaders.”
Pillars of Preparation
Toward that end, the branding project aimed to develop a long-term positioning strategy that reflects Bentley’s key strengths, points of differentiation, and future opportunities. The work unfolded over many months and engaged scores of faculty, students, alumni and other stakeholders. In addition to Bentley’s marketing staff, the project tapped ad agency Boathouse and higher education research firm Simpson Scarborough.
First-person interviews and quantitative surveys, combined with extensive market research, brought perceptions of the school into sharp focus.
“The word we heard most often was ‘prepared,’ says Chief Marketing Officer David Perry, who led the initiative. “That is, Bentley is seen as an institution that prepares students for both a rewarding career and a fulfilling life outside the workplace.”
Research also identified four “pillars” of the Bentley experience that resonate with key audiences. These are: academics that fuse business with strong and relevant liberal arts courses; extensive opportunities for hands-on learning; technology infused throughout courses and programs; and a proven track record in career planning that starts from a student’s first year.
A positioning statement, informed by research and the strategic plan, cuts to the heart of Bentley’s work: preparing the next generation of smart, nimble, compassionate leaders. Design teams at Bentley and Boathouse developed a unified graphic identity to render the brand message in visual terms.
Going Public
After a preview by faculty, students, alumni and others close to the institution, the Bentley brand went public in August, with redesigned publications and websites to recruit the Class of 2018. An advertising campaign, in television, radio and online media, debuted in early March. The launch has extended to Facebook, Twitter, Instagram, Tumblr and other sites, inviting visitors to explore and expound on the pluses of a business university.
On campus, the brand’s most visible home is the Office of Undergraduate Admission. Its newly renovated suite in the LaCava Center is ground-floor accessible for visitors, with bold statements and colorful photos lining the walls.
“You don’t get a second chance to make a first impression,” says Joann McKenna, vice president for enrollment management. “Campus visits are so important in decision-making for students and families. Now, their stop in Undergraduate Admission makes an immediate, strong connection to Bentley’s values and goals.”