Penn State Smeal College of Business
The business of aligning
a master and sub-brand
The Opportunity
Some view a college degree as the price of admission to either launching a successful career or, at least, landing that first job. The relationship ends there. Penn State Smeal College of Business wanted to communicate to prospective students and business leaders alike the true and lasting benefit of a relationship with Smeal—a lifetime of partnership.
They partnered with SimpsonScarborough to help tell their story. Together, we updated the Smeal College of Business brand and aligned it to the Penn State master brand, while doing so in ways that elevated both.
The Solution
Successful careers, especially in business, are built on the knowledge you possess and the network you build. Smeal’s updated brand makes it clear that a partnership with the college is a first and best resource for continuing to build on both what and who you know.
Working directly with their internal team, as well as in collaboration with notable business leaders (and Smeal alumni), we brought the story to life through a dynamic visual language, including a bold, customized type, and a simple, but bold promise: Better business partners.
Scope of Work
Brand strategy, including defining a distinctive brand story, a brand platform, targeted audience personas, each with tailored messaging and headlines, and both boilerplate language and web and social descriptions.
Creative concepting, testing, and launch tactics, such as a brand anthem video with cutdowns, a radio script, environmental banners targeting distinct audiences, and both digital and print ads. Advertising associated with Smeal’s sponsorship of Penn State athletics, including a full-page ad for the athletic department's digital program, as well as digital ads, and a radio script.
Media strategy, placement, and on-going analytics.
Penn State Smeal has been thinking differently about business education for the past decade, but our brand lacked distinctiveness, cohesiveness and inspiration. Our challenge was really an opportunity that many brand managers would love to have: How do you capture the pride and passion of the Penn State brand, the insights of alumni who are global leaders in business, and the research and instruction of world-class faculty to tell a compelling brand story?”
