From the dean >
Kudos >
Advice on strategic aging >
Does research benefit R&D? >
Inquiring minds >
New faculty talent >
BBA rankings rise >
The business of sports >
Exploring role of accounting >
GBS staff gears up >
Marketing leverages power
of brand >
Librarians help students >
Defining diversity mission >
Austrian business students >
Whatever happened to... >
Driven to success >
Wall Street looks to academia >
Research techniques propel marketing >
Researching role of human capital in consulting capital >
Celebrating Class of 2006 >
Alumni news >
Class notes >
Lauret Howard 05WEMBA >
Teen leadership summit >
Ties that bind:
Goldman Sachs >
Art and benefits of mentoring >
Goizueta Partners Society >
Allison Burdette >
Innovative course >
SunTrust room dedicated >
Goizueta marketing leverages power
of Emory brand
 |
 |
As Goizueta Business School continues to promote the reputation of its programs, students and faculty, the school also is committed to extending the reach of the Emory brand. To do so, the school is working with Emory University’s marketing department to maximize the impact.
Under the leadership of President Jim Wagner, a campus-wide initiative will strategically align all of the Emory organizations to reach the university’s collective potential. Goizueta Business School leverages the many positive qualities of the Emory brand. At the same time, the school continues to benefit from the advantages of the name and legacy of Roberto C. Goizueta. “Our marketing approach will leverage the power of the Emory reputation to a greater degree,” notes Karri Hobson-Pape 00MBA, executive director of external affairs for Goizueta.
A new campus-wide logo structure, designed by Emory Creative Group, highlights Emory as well as each individual school. Goizueta already has begun using the new logo, and other schools across campus will be adhering to a similar logo structure. The colors for the school also will align with Emory blue. Green will be used for creative highlights on the web and in printed materials. An integral part of Goizueta’s branding initiatives is a new website.
“We want to meet the changing needs of our various audiences who use our website,” says McCall Woodroof, Goizueta’s new director of marketing. “We also want to integrate with other marketing efforts at Goizueta and to be more in line with the university’s marketing efforts and message.”
The revamped website will increase users’ understanding of Goizueta’s role in developing principled leaders for global enterprise and its position as a destination for leadership development, Woodroof notes. “The website was designed to ensure visitors recognize our position as a business thought leader, a hotbed of research thought leadership, and as a resource for companies, individuals and alumni,” she says. The site will provide a platform to highlight the many gifts of talented business school alumni, students and faculty.
Users will find the new site brings to life the school’s strengths and differentiators, observes Lauren Whipple, Goizueta’s new marketing manager. “The redesigned website brings the Goizueta experience to life through student testimonials, vivid photography of life on campus, and engaging stories about the people of Goizueta,” notes Whipple. “Through the web, as through all of our marketing efforts, we aim to convey the feeling of our intimate community. We want prospective students from around the globe to feel the excitement and enthusiasm that is present on campus and know that Goizueta is the right place for them.”
The redesigned website features the newest technology and the ability to see the site on a variety of hand-held devices, notes Barbara A. Maaskant, chief information officer for Goizueta.
Says Maaskant: “All of this behind-the-scenes technology is reflected as a more personalized client experience.” To see the new website, visit www.goizueta.emory.edu.
—Beverly James