Case Study in Branding: Universities as Local Ecosystems
Intro
Faced with competition from other educational service providers, universities are leveraging their strengths — such as infrastructure and historically established connections with their stakeholders. They use these advantages to create ecosystems that bring together partners, employers, expert communities, public and government organizations. This is also reflected in the brand platforms of universities, which communicate with multiple target audiences across various platforms. Traditionally, institutes hold a leading position as centers of innovation and hubs for young talent.
The logic of this development requires institutions to pay special attention to integrated marketing and communications to implement joint projects, establish business and academic connections, build endowment funds, and more.
Case: Galvanize Branding
Galvanize is a company that leverages the opportunities of existing local ecosystems to provide its educational services. It positions itself as a network of urban campuses for IT professionals and entrepreneurs, where work is combined with study thanks to the proximity of its business partners. The brand’s key value is described as “cross-pollination,” arising from the close proximity of students and employees from various companies. In 2022, the company underwent rebranding and completed the development of its website as part of its brand strategy implementation.
Galvanize’s three areas of activity include courses, educational events, and the provision of workspaces. The brand’s mission is “to produce outcomes-driven online tech education for motivated adult learners and organizations.” The brand’s values are directed toward its target audiences and are articulated as follows: “Learn and grow courageously,” “Create belonging with intention,” and “Win with integrity.”
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