Universities across the country face budgetary pressure on many fronts - educators want more funding, legislators insist on greater efficiency and students are being crushed by student loan debt. A key strategy for enhancing budget stability is through improving retention rates.
An online degree recommendation engine had proven results at improving graduation rates, yet their promotional materials and brand messaging were not engaging university leaders.
HOW WE DELIVERED
KNOWLEDGE AND BUILT CONFIDENCE
The software company's branding messaging had focused on communicating detailed statistics and “proof” of the efficacy of the recommendation engine, but with little success. Stones Insight reframed the analysis to understand the nature of university leaders and the cultural systems in which they make decisions. The analysis led to insights on cognitive overload, reluctant collaboration and the “epic journey” of transforming the educational system.
Stones Insight’s client was awarded the project to reshape marketing communication to the university leader audience.