Schoolin' a business school in the business of brand experience
Leading brand experience, design, and product development for INSEAD.
I often work with advertising agencies to deliver creative technology, brand experience, and product design to expand service offerings for their clients.
INSEAD was a client I enjoyed working with. They were actively seeking new ideas to increase awareness and acquisition for their MBA and Executive Education Programmes.
The case for transformation.
INSEAD was seeing a decline in social media engagement and an increase of conversion leaks across enrollments on their website.
They were aware that their traditional engagement models were outdated and they needed to start reaching candidates using technology in more effective ways.
Part II: One thing leads to another.
The effort paid off. The success of the MVP product launch shined a light on a greater business challenge.
The problem.
With many disparate technologies, websites, campaigns, and more, INSEAD’s message was fragmented:
- Lacking brand experience. What makes the INSEAD experience unique?
- The content was “heavy” and challenging to read, resulting in high bounce rates.
- Unwieldy navigation made it difficult to find meaningful content.
- Experience disparity across websites and devices.
- Complex content creation and management systems.
- Poor SEO results in low SERP for original content.
The solution.
We designed an overarching creative and technology strategy to deliver a differentiated and user-centered brand experience that solves critical business problems including:
- Optimizing the effectiveness of the greater marketing ecosystem.
- Maximizing enrollments by increasing points for conversion and plugging conversion leaks across touchpoints.
- Optimizing user experience across all platforms: web, tablet, mobile.
- Ensuring ease of content creation and management.
The brand anchor.
“Illuminating Alumni"
What is the most valuable brand asset that INSEAD has?
The answer is the diversity of alumni and their inspiring success stories. INSEAD takes pride in its alumni, and vice versa.
That's just the beginning.
To bring the INSEAD experience to life, we focused on creating emotional connections with our audience. The entire brand experience was anchored on the sharing of ideas and experiences of alumni, current students, and potential candidates.
Every engagement and interaction was designed to focus on opportunities for people to collaborate, inspire, and learn together.
As we explored the LinkedIn API, we discovered new opportunities to use data to connect people in meaningful ways by creating a platform to help people share ideas, find like-minded people, and build their business dreams together.
Results that matter.
- Not only did we propose a solid strategy for INSEAD's brand experience,
- I led the transformation of a traditional ad agency into a "digital-first" consultancy,
- And leveraged my capabilities in user experience, technology, and creative direction to develop innovative products for the client.
— But wait, there's more
