Dolan School Gets Fresh Branding, Ads on Metro North
The Charles F. Dolan School of Business is getting a new branded look, and a fresh advertising campaign.
Many of the nation's top business schools have created brand recognition of their school by naming it under the umbrella of the larger University brand. As Fairfield University has grown and transformed its business school operations and continued to receive strong accolades, it is time to mark that success externally.
The Charles F. Dolan School of Business is Fairfield University’s only named school. BloombergBusinessweek has ranked its MBA programs as one of the top in the nation, and the undergraduate program among the top 100 in the country. LinkedIn recently ranked the school as one of the best in the country for accounting professionals.
By leveraging the name "Dolan School", along with supportive marketing strategies developed to capitalize on the schools key drivers, we will advance brand recognition and build awareness to prospective undergraduate and graduate students and associated influencers both locally and nationally.
Starting now through mid-December, advertisements for the school's programs will be located throughout Metro North rail cars, billboard advertising and digital ads retargeted nationally to specific candidates based on a variety of demographics. The ads feature a new branded look for the school — with the stag antler graphic element developed as part of the University's recent branding redesign — and will emphasize the phrase "Dolan School" as part of the initiative to leverage the school's name recognition, and to further highlight the school's high national ranking.
“Top business schools in the country establish a branded identity to add a level of credibility, sophistication and prestige to their brand reputation. Establishing a branded business school will continue to elevate Fairfield University as a one of the nation’s leading business schools. This is a very exciting step for Fairfield University,” said Jennifer Anderson, AVP for Marketing and Communications.
The ads and the new branding initiative are intended to target prospective students, their parents, as well as other key influencers like corporate partners, guidance counselors, and employers. Going forward, the plan is to use "Dolan School" on all branded materials, including view books, signage, t-shirts, hats, letterhead, and more.