Kelley Direct Online MBA

The Approach

In a sea of flexibility and customization, online MBAs are presented as an alternative to a full-time MBA. Yet, Kelley Direct has always believed that its online MBA should feel like a preference. Students learn with the best from the best, and that rigor, the relationships cemented in their cohorts, and the innovative in-house program management are just a few reasons why there’s no beating The Original Online MBA.

With an insight that bold, we helped Kelley Direct establish a creative identity that could match. And then some.

Mel's role

Research & Analysis

Competitive analysis
Survey development and deployment
Stakeholder interviews
Data analysis

Brand Strategy & Creative Direction

Stakeholder analysis: mindsets, positioning, and journey mapping
Messaging and positioning (brand voice and tone, differentiators, tagline[s], power phrases, supporting copy)
Creative direction for brand video and key design decisions, including email, landing page, website, and blog templates
Delivery of a brand storybook and digital brand guide

Marketing Strategy

Brand audit, content strategy, and editorial calendar
Digital advertising copy
Premium content outlines and drafting