The Challenge
Notre Dame’s business school had ambitious plans: launching several new programs in the highly competitive Chicagoland market, expanding enrollment in its South Bend–based MBA and MS programs, and building overall reputational awareness. Our big idea, Legendary Advantage, capitalized both on Notre Dame as a global brand and on the well-known power of its alumni network. We also created a recurring headline, NOTRE DAME BUSINESS, to build greater recognition and equity across all of its growing number of programs and to emphasize that there is a Notre Dame business program for all career stages.
The Impact
The brand campaign ran across all programs and channels—including environmental advertising in two major Chicago train stations—and became the basis for a completely revamped website. Personas and messaging for each program made more targeted marketing possible. We also filmed more than 15 short interviews with Notre Dame faculty, students, and alumni for use in digital advertising and social media. Application inquiries across programs increased 45 percent.
Project components
- Messaging
- Personas
- Campaign tagline
- Digital advertising: banners/native content
- Social media
- Website and landing pages
- Copywriting
- Video
Core Message
It’s knowing you have the confidence, strategic sharpness, and moral imagination to shape your organization’s vision and character, even in the face of constant change. It’s what our legacy of asking more of business and businesspeople is all about. It’s the global power of the iconic Notre Dame brand. It’s membership in the world’s most engaged, admired alumni network. Our graduates will tell you that the graduate business programs of Notre Dame offer an advantage that’s more than competitive: it’s legendary. And it’s why Notre Dame business alumni make an enduring imprint on their organizations.
