1. Case Study: Brand Marketing at Work on Undergraduate Admission November 2006

2. 1 Aligning Goals: University, Marketing, Admission University GoalMarketing GoalsUndergraduate Admission Goals Destination for students Awareness Reputation Brand Differentiation Consistent look and feel Clear messaging about four undergraduate options Higher yield Consideration set Rankings/positive PR Increase number of applications Implement comprehensive undergraduate enrollment strategy

3. 2 Search Letter Messaging - Strategy Objectives Business Objective: increase number of applications from search pool Communication Objective: demonstrate Emory as a destination school Admission StrategyMarketing Strategy Content Priority 1.Third party impression 2.Undergrad schools 3.Atlanta + research/internships 4.How we’ll stay in touch 5.(if space – financial aid and scholarships) Messaging informed by Brand and Audience Understanding Master Idea - transform the world Life balance between work and play Career oriented – thinking of being able to provide for family Top criteria in school selection includes > being academically rigorous > having superior faculty

4. 3 College Fair Tabletop--Integrating Admission & Marketing Interested parties: >Emory College >Oxford College >Deans >Provost

5. 4 College Guidebooks--Integrating Admission & Marketing Barron’s Most Selective, College Digest, Vault.com, Princeton Review Incorporate Use Your Gift and Undergraduate options Verify statistics and student verbatims >Each publication has guidelines for what content the school can update and provide responses

6. 5 Pre-College--Integrating Admission & Marketing High-school students attend college level summer school Provide materials for distribution during Fall college fairs Full marketing plan to include direct mail, joint-promotion with summer school: “Summer at Emory”

7. 6 Pre-College - Collateral Audience insights: >Photos to see themselves in the experience >Drivers include enhancing academic portfolio and Atlanta experiences learned from research Brand messaging: position Emory as destination

8. 7 Summary This case study provides an overview of select tactics in for integrating Emory's central brand positioning into undergraduate recruitment Future projects include >Project Planning: determining which materials are distinct for individual College audiences and which can be combined; a project calendar to map when work begins for multiple projects to manage work flow. >Messaging: updating visual and content messaging to reflect high school audience trends and preferences, and to reflect new Emory programs and strategy. >Direct Marketing: review current email and print direct mail stream and determine opportunities to fill gaps in decision cycle and communication map. >Campus Experience: explore opportunities to incorporate brand messaging into campus visits including tours, open house, signage at Admission office, etc.