Enlist brand leadership from the inside out
With enrollment on the decline, MMA realized from day one they wouldn’t get the results they wanted from external changes alone — the transformation needed to come from within. We saw it as our duty to figure out what was really behind the downward trend and take a more comprehensive approach to solving the brand’s challenges.
Secure a more solid footing in the market
We knew the web experience would play a crucial role in the rebranding process. The academy needed a site that recruiters could leverage to generate quality leads, while making it easier for prospective students and their parents to get the information they need to make a decision.
We conducted an in-depth brand assessment to evaluate the current impact of the brand and uncover opportunities to reengage the audience. The assessment resulted in dozens of specific strategic and tactical recommendations to support a stronger brand, develop a more valuable brand promise and improve lead generation and internal operations.
Define the Brand Position
To help define the academy’s position as a premier boarding school, we developed enhanced messaging that speaks to the full value of an MMA education. We helped the client tell the story of how the structure and values of the U.S. Marine tradition transform young boys into men.
Increase Reach and Engagement
With a solidified brand message in place, the academy needed new avenues where they could tell their story to a wider audience. We developed a website that strengthens the academy’s brand perception, tells MMA’s story clearly and concisely, offers improved usability, engages the user with more interactivity and compelling imagery, increases opportunity for dialog through use of social media and provides a better path for the application process.
In addition to the primary website redesign, we developed separate Spanish- and Chinese-language microsites to further its efforts to attract a diverse and international student body.