Reposition Berkeley Executive Education to reflect the diversity of the students and align with their goal to elevate their careers and be more powerful in the workplace through education—increase enrollment.
Berkeley, in fine educational institution form, had excellent and detailed analytics research on their demographics. This information led us to personas that reflected their students: a little older, very diverse, and emotionally aligned with Berkeley’s reputation for being a trailblazer.
The client is very happy with the new look and feel. Ads enable our target audience to relate better to how Berkeley Executive Education offers programs that are relevant to them. Also, the SMART headline convention allows flexibility to channel new concepts on the fly and remain current to events. SMART knows how to move.