The following case history provides a branding approach used to increase brand recall and enhance the image of Seton Hall University (SHU) in South Orange, NJ. A similar approach would be followed and recommended for Cooper Health System, with special emphasis on the new physical plant and innovative specialties.

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In the process of building a stronger brand name for Seton Hall University, several; unqiue mating programs and promotional concepts were developed and implemented

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The University covers a spectrum of assignments, from promoting the college and individual graduate schools, to an image campaign aimed at increasing the quality of all matriculating students. In addition, we developed integrated marketing programs to launch:

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SETONWORLDWIDE, SHU’s first online graduate school, and

SODIR, the School of Diplomatic and International Relations.

Within three years, SETONWORLDWIDE became one of the most successful university online programs in America and SODIR now generates the largest revenues for the University covering bot undergraduate and graduate degree programs.

 

The branding program started with the Discovery Process, and included a communications audit of some 500 colleges and universities as part of the initial research. From the audit, we were able to help develop several concepts to promote the leading ongoing programs offered by the University. In addition, we focused on the two new offerings which allowed us to enhance the overall image and enrollment of the University over a short period of three years. Personal interviews with key department heads and professors provided insight for most of the copy development in all media.

 

SETONWORDWIDE

Starting with the creation of graphics and a "total look" for this new program, we then developed copy and content for the home page and several secondary sections, provided recommendations for additional content, navigation, registration forms, etc.

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To promote the program, the agency developed a totally integrated marketing communications plan for the two online degree programs (offered by the Graduate Schools of Corporate and Public Communication, and Healthcare). The plan was designed and executed by Stratagem|SGW, the agency’s media unit. It included the following:

1. traditional print advertising

2. trade show exhibits

3. direct mail

4. e-mail promotion

5. online banner advertising

6. public relations (media relations, roundtables, interviews featuring "live" remote demos to key editors, both online and in person, etc.)

The program helped to strengthen the overall Seton Hall University brand, and helped to generate increased enrollment in other schools of the University, building a higher quality student body several years in succession.