Read more about University of Missouri System’s successful launch of “Missouri Online.”
The University of Missouri System needed a comprehensive marketing strategy to unify online learning efforts across four System Universities and establish a strong system-wide brand for online education. Seeking a partner with higher education expertise, a data-driven approach, and comprehensive enrollment marketing capabilities, the System chose Carnegie through a competitive RFP process.
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.
Armed with tools to speak with one voice across audiences, Missouri Online has unified its messaging across digital and print marketing, public relations, web, and more. Missouri Online has seen data that demonstrates an increase in brand lift, and many program-specific campaigns are seeing higher enrollment. Through Google’s Data Studio dashboard, roughly 6,000 inquiries and 4,000 submitted applications were attributed to Carnegie digital campaigns in just nine months, with a notably low cost per conversion. In the first full academic year of our partnership:
In its partnership with Carnegie, Missouri Online has unified and strengthened online learning efforts and developed a strong System-wide brand.
Grounded in Missouri Online’s positioning and naming strategy, logo, and campaign concepts, standards were developed to serve as a guide for managing and unifying its brand moving forward.
In-depth research and brand positioning formed the foundation for Missouri Online’s visual expression across creative concepts, logo design, and more.
“All of our interactions with the Carnegie team—from brand launch and development to launch of program-specific marketing—have been fantastic. Extending our team through Carnegie has positioned us better for our awareness and enrollment goals. Customer service, patience, responsiveness, talent—it’s all there with Carnegie.” Chris Tipton
Interim Director, Marketing & Communications
Missouri Online
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