The University of Maryland,
Smith School of Business

Increasing differentiation in a crowded market

The University of Maryland’s Smith School was looking to increase interest in its executive education offerings. The school was competing in a crowded marketplace that includes other academic institutions, consulting companies and in-house training organizations.

We carefully studied the marketplace and conducted in-depth quantitative research to gain keen insight into the challenges and opportunities to growing brand awareness and interest. To streamline the school’s focus and messaging, we identified the primary audience they should concentrate on. We then identified the three most compelling program attributes that, when combined, could be showcased to significantly increase differentiation and drive consideration in the face of regional and national competitors.