Emory’s Goizueta Business School

Issue: Goizueta named a new dean in 1998 to help raise the school from a ranking of 40th to Top 20 worldwide.

Insight: I began the project by identifying the school’s key audiences, assessed the competition, constructed a positioning statement (“Wisdom for the New World of Business”), and launched the brand awareness effort. Over the next few months, I reviewed all departments within the school, creating recruitment view books for MBA programs, alumni loyalty efforts, capital campaigns, and career development materials, maintaining brand positioning throughout.

Impact: Goizueta has risen to the list of the Top 20 business schools in the world. Executive MBA now ranks eighth and MBA applications increased 20%. Ultimately, I created the marketing materials for all the major areas of the school, including Executive Education, MBA Admissions, Career Management, BBA and Development.