Brand: Chicago Booth

Challenge:

Generate leads and increase awareness and consideration of Chicago Booth business school.

Using qualitative and quantitative research, a website analysis, and a comprehensive marketing plan, I developed the plan for the (new & improved) Chicago Booth Viewbook.

Viewbooks -- an important promotional element used by universities to recruit students -- have  historically been heavy, bulky coffee table books. However, we knew it was time to modernize our approach in order to attract today’s prospective students.

I led a team of designers, developers, and content writers to develop a new digital-first approach. We redesigned the website as well as the print materials, saving costs and importantly, increasing our reach.

The result?

The website boasted a 200% increase in traffic, and we netted thousands of dollars in savings on shipping fees thanks to the new more compact viewbook. Not to mention, the brand was elevated through better photography, better videos, and a better focus on how prospective students preferred to consume media: digitally.