Our Work » Georgetown University’s McDonough School of Business
Industry:
Education
Communicates thought leadership to alumni and students

Georgetown University’s McDonough School of Business wanted to modernize its magazine. While branding, recruitment, and fundraising were high on the list of goals, the client did not want the custom magazine to read like a marketing brochure, a trap into which college and university publications too often fall.

Objectives:

  • Appeal to savvy business professionals; not just graduates.
  • Highlight the quality of the McDonough School of Business.
  • Build on the highly respected Georgetown brand.

Editorial deepens engagement with alumni, applicants, and prospects

Strategy:

  • Create an entirely new feel and editorial style that appeals to a business-minded audience.
  • Highlight classmate achievements and life-cycle events. (Research consistently shows this helps increase alumni fundraising.)
  • Include compelling journalism about enterprising graduates who have built and grown their own businesses.
  • Introduce students who are future business leaders.
  • Share faculty insights and opinions.

Successfully presents business school as extension of its parent brand

Results:

Response to its thought-leadership content is measured through feedback from admissions staff and professors, the number and quality of future applications, and future alumni fundraising results, as well as the perception of the program within the highly competitive business-school field.

  • Response from readers, alumni, and faculty has been overwhelmingly positive.
  • Applications have increased in almost every program.