Chapman University
Chapman University engaged INK to help with a basic but critical challenge: low-to-no
brand awareness in the marketplace of the university and its Argyros School
of Business and Economics, even though Chapman's business school is a nationally
ranked program. INK modified its typical corporate branding process to include more
interviews, research and workshops to ensure that important voices were heard and
critical parties had a chance to be a part of the branding process. INK then put
in place a 12-month media plan, integrated awareness campaigns – including national
print media, online and TV sponsorship – and lead-generation tactics that outperformed
Chapman's most successful campaigns to date.
Testimonial
We have been extremely pleased with our choice to use INK as our marketing consultant. They have provided us with great service from the start and I have especially been pleased with their willingness to explore 'out-of-the-box' marketing and awareness-building concepts. In particular, our Tomorrow's Leaders Scholarship campaign has proven to be a great success. 
Jon Kaplan
Assistant Dean, Chapman University'sArgyros School of Business and Economics
I participated in the day-long strategic marketing retreat at Chapman University's Dodge College. I was very impressed with INK's approach. The structure, content, and presentation of the program were all first-rate. INK created an approach that delivered to Chapman a collaborative marketing plan at the end of a one-day retreat. … I am as impressed with the process as I am with the result.
Cory O'Connor
Assistant Professor of Advertising, Chapman University's Dodge College of Film and Media Arts
Case Study
Challenge
Due to last year's success, INK has been re-engaged by Chapman University's Argyros School of Business and Economics (ASBE) to re-ignite excitement and buzz surrounding their Flex MBA program by launching the sequel of the "Tomorrow's Leaders" public relations and advertising campaign.
Strategy
This year, the campaign focused on engaging the local community to apply for or nominate MBA-worthy people in Orange County to receive a 2011 Flex MBA sponsorship, awarded to one finalist. Participants applied or nominated someone for consideration online, then finalists, as chosen by Chapman and a panel of judges pulled from well-regarded local businesses, submitted an essay on how they would use their MBA to positively impact the Orange County business community. Qualified finalists were invited to an event on campus where the winner was announced.
Results
INK created awareness and excitement around the Flex MBA program and drove nominations and MBA applications through advertising, public relations and coordination with a media sponsor. INK acquired OC Metro as sponsor and promotional partner for the 2011 Tomorrow's Leaders campaign to support the effort both before and after the announcement of the winner. In addition to the media sponsorship, INK developed an email campaign, direct campaign, print ad, and microsite to generate interest in nominations and MBA applications.