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Campaign Positions Bentley in a “Whole New
Light”
Swardlick Marketing Group Develops First
Fully-Integrated Marketing Initiative
PORTLAND, ME (October 25, 2004) - Bentley, a premier
business university located in Waltham, Massachusetts, recently
launched a bold, new integrated marketing campaign developed
in collaboration with Swardlick Marketing Group. The campaign
includes a partnership between Bentley and TIME Magazine designed
to position the university as a thought leader in business education,
as well as a new visual identity and tagline for Bentley, expanded
advertising for graduate and undergraduate programs, and complementary
media relations support.
Bentley worked with Swardlick Marketing
Group to forge a strategic partnership with TIME, which launched
the university's new positioning campaign featuring the new
tagline, “Bentley: Business
in a Whole New Light.” Also in cooperation with TIME, Bentley
will introduce the “Bentley Leadership Forum,” bringing
together leaders from technology, arts and entertainment, and
service-related industries to discuss ways in which social responsibility
can be profitable for today’s most successful organizations.
Bentley also has established “Tomorrow25,” a program
to identify and celebrate national and international leaders
of tomorrow. A call for nominations of outstanding high school
juniors appears in the print executions of Bentley’s campaign.
“TIME’s broad, dynamic audience is the appropriate
target market for Bentley’s message,” explained Sandra
T. King, vice president of marketing, communication and public
affairs for Bentley. “The magazine’s editorial content
addresses issues that link business with liberal arts in ways
that reflect our curriculum.”
Bentley’s new visual identity will be reflected in a
wide variety of materials, including all campus signage, publications
and the university’s website. The brand positioning effort
also includes increased advertising and promotion of graduate
and undergraduate academic programs through radio, transit and
targeted online communications, including an online search program.
“We were charged with branding Bentley’s unique
academic focus and accomplishments, and positioning the university
in the international arena,” said David Swardlick, president,
Swardlick Marketing Group. “By blending advanced technology,
ethics and social responsibility, and global commerce and culture,
Bentley is fulfilling its mission to prepare students to become
leaders in the new world of business. This new, multi-tiered
campaign will position Bentley as a true thought leader in business
education,” Swardlick continued.
Bentley is a premier business university. Centered on education
and research in business and related professions, Bentley blends
the breadth and technological strength of a university with the
values and student focus of a small college. Its undergraduate
curriculum combines business study with a strong foundation in
the arts and sciences. A broad array of offerings, including
MBA, Master of Science and certificate programs at the McCallum
Graduate School, emphasizes the impact of technology on business
practice. Enrolling approximately 3,900 full-time undergraduate,
400 adult part-time undergraduate, and 1,300 graduate students,
Bentley is located in Waltham, Massachusetts, minutes west of
Boston, and online at www.bentley.edu.
For More Information Contact:
Stacy Theberge
Swardlick Marketing Group
(207) 775-4100
stheberge@swardlick.com
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