Missouri Online Case Study

Our work started with stakeholder workshops, external perception research, and a competitive analysis to establish a foundation for a cohesive System brand while acknowledging and preserving any established brand identities of each of the System Universities. Rooted in this research, Carnegie delivered brand architecture for a unified Missouri Online message to provide clarity and facilitate stronger awareness and enrollment growth. This brand architecture established a foundation for the development of naming recommendations, logos, campaign concepts, and an on-campus multimedia shoot. Carnegie also delivered custom audience segmentation the University has applied across marketing, including landing pages to tag personalized prospective student communication. We have since launched digital strategies primarily focused on building brand awareness, generating inquiries, and boosting application volume. Tactics include Display, social and streaming media, Search Engine Marketing, Search Engine Optimization, Google Analytics, and our proprietary Carnegie Clarity™ service, which tracks individual user activity throughout the enrollment funnel and personalizes experiences based on each user’s unique interests and actions.