Bentley University

Elevating an Institution of Higher Learning
to National Prominence

Bentley University, an institution with a unique educational approach and academic structure, had earned an excellent regional reputation over its nearly 100-year history. Their challenge to us: help them gain the nationwide visibility they deserve and elevate their position among the country’s top business schools.

A key strategy in our institutional marketing program for Bentley was to establish a long-term, multi-faceted partnership with a media giant, TIME, Inc. in order to expose the Bentley story to a broad audience of business and community leaders, parents and other key influencers.

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See complete Bentley Faculty Research Series

National Advertising in TIME

An ongoing series of full-page and spread ads in TIME has successfully positioned Bentley as a leader in 21st century business education. The current TIME series focuses on faculty research, demonstrating thought leadership in a wide range of emerging issues. The ads invite readers to the Bentley website to view video “conversations” with faculty researchers.

The Bentley-City Year “give a year” partnership

In 2008, we helped our client align with City Year, a nationwide youth service organization, to bridge the worlds of higher education and national service. This groundbreaking program incorporates civic engagement into the academic experience.

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The Bentley Tomorrow25

We helped our client create The Bentley Tomorrow25 international competition to select 25 outstanding high-school leaders — the next generation of leaders — who are making a difference in their schools, communities and the world.

National Leadership Conference

To raise Bentley’s profile as a leader in business ethics and social responsibility, we helped to develop the annual Bentley Leadership Forum in cooperation with TIME, which brings together international leaders on “The Business of Healing our World.” During the Forum, the Tomorrow25 young leaders are recognized; they also appear in a full-page TIME ad.

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Integrated Graduate Recruitment

We support Bentley’s full-time and evening MBA and Master’s degrees with an integrated communications program that includes print, broadcast, outdoor and online advertising. In 2007, we helped to brand and re-launch the University’s comprehensive evening programs as the Bentley Portfolio 360.

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An Institution on the Move

In 2008, Bentley was approved for University status, one of many exciting indicators of the institution’s momentum. With rankings, applications and prestige on the rise, Bentley and Swardlick continue with an innovative, powerful marketing partnership that is producing results.