Goucher College’s M.A. in Cultural Sustainability (M.A.C.S.) program is a low-residency graduate program. The program director came to us seeking a rapid infusion of expert guidance to inform her important upcoming decisions related to marketing and PR.
We had three important goals to achieve on a speedy two-month timeline:
Using the right service for the job is key. In this case, that was one-on-one brand coaching. This service is a great fit for sprint projects with business-critical and time-sensitive goals and short timelines. Here our focus was identifying and prioritizing M.A.C.S.’s branding and marketing needs.
We combined brand coaching with intensive discovery and research to capture and synthesize rich insights quickly. We reviewed multiple data sources (stakeholder interviews, website analytics, admissions and enrollment, and market research), PR outlets, and got up to speed on past branding, marketing, and PR efforts.
Then we translated all inputs and insights into brand messaging and recomendations.
Website audit focused on improving content strategy and prospective applicant user experience (UX).
Development of targeted brand messaging for admissions marketing.
Presented findings and recommendations for M.A.C.S. branding, marketing, and PR to Goucher College’s senior marketing leaders.
“Asana Consulting used the results of the discovery call to be well-prepared and ready to dive into the project. From the start I felt that I was talking to somebody who really understood our program and our needs. Nancy listens well and is very personable. She took the reins for obtaining and analyzing the website analytics data (data that make my eyes cross and head spin). With her help, I could learn what the data were telling us and understand how to use the data to make informed marketing decisions.
Asana Consulting’s presentation to our marketing partners from the College connected the communications and marketing work of my department to the strategic framework of the College as a whole. This is helping me work with College leadership to implement our marketing plan.”
