Bentley
College
Bentley College is a highly respected university with a strong graduate business program. However, there is stiff competition for full and part-time students from the many Boston universities that are in Bentley's marketplace.
In order to differentiate Bentley's program, The Insight Group conducted qualitative research with current graduate students enrolled in Bentley's program to determine why they selected Bentley and what they felt were Bentley's core strengths. We learned that Bentley's emphasis on practical information to help students succeed in the new fields of technology and internet development were major points-of-difference for the university.
The Insight Group (working with Bentley's advertising agency) developed the themeline "The Business School for the Information Age" to quickly tell prospects what Bentley offered. We also learned through our research that a school's own website was the first place that a student turned to for initial information about a program. Because of this, we redesigned Bentley's website to make it more relevant to potential applicants.
New ads broke in major newspapers, business magazines and on the radio. Response to the ads has been very positive and enrollment is up for all programs. Bentley is currently developing a Distance Learning offering which will further expand its reach and bring additional revenue to the university.
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