Client
Gordon Institute at Tufts University

Deliverables
Positioning, voice, brochure, direct mail

Overview
When the Gordon Institute launched a new degree program for young entrepreneurs, they needed a fresh voice and messaging. Meanwhile, the target audience of aspiring innovators needed to see proof of results, real-world practicality, and the personality to bring it all home.

Challenges

Empowering internal marketing team to maintain consistency and efficacy down the line

Reaching undergrad seniors and younger professionals, despite the existing, more formal Gordon Institute voice

Standing out amongst similar (and more established) MS in innovation or MBA programs

Solutions

Providing internal team with cohesive positioning and voice guidelines

Establishing a warmer, energetic voice to appeal to young professionals

Grabbing attention with bold headlines and scannable body copy

Highlighting the unique, hands-on Innovation Sprints approach

Conducting interviews for faculty profiles to inspire confidence