Case Studies

Creating Brand Preference In Education

Since it was founded in 1994, Career Education Corporation (CEC) has become one of the world's leading providers of quality post-secondary educational services. The colleges, schools and universities that are part of the CEC family offer high quality education to approximately 90,000 students across the world in a variety of career-oriented disciplines. More than 75 campuses serve students located throughout the US,France, Italy and the United Kingdom offering doctoral, master’s, bachelor’s, and associate degrees and diploma and certificate programs.

Challenges

CEC sought to enhance and solidify its leadership position across its four curricula and multiple brands including Le Cordon Bleu, Gibbs, Briarcliffe, and AIU

CEC needed a better understanding of the needs, wants, drivers and decision-making processes of its multiple constituencies: Recent high school graduates,

Young adults, Older students. International students, Employers and Government sponsors

CEC wanted tocreate brandpreference for its schools over competitors such as DeVry, ITT, Apollo Group, Corinthian, Strayer and university of Phoenix

Approach

Using the Consumer BuyWay™ methodology, developed a deep understanding of key constituent needs, demands, drivers and motivations – what they say and what they do –and formed the basis for a compelling brand architecture and positioning

Developed a strategic framework to assure consistent marketing execution across multiple touch points with students and other key constituents

Results

New understanding of brand equities maximizes relevance and preference for CEC schools

Optimized each interaction with students to communicate CEC brand promise, improve recruiting, increase enrollment, stream line processing, and foster better community relationships

Reached goals of improved lead conversion, number of referrals and lower cost per lead

Download file