CLIENT OVERVIEW

Sharing an accreditation distinction with the likes of Stanford University and University of California Berkley, Trident University International (TUI) is a premium doctoral granting, research oriented university. With over 90% of their faculty holding the highest degree in their field, the curriculum is focused on developing critical thinking and enhancing self-directed leadership abilities.

OBJECTIVE

With a strong reputation for educating U.S. active and reserve duty military personnel, veterans and their families, TUI was looking to expand their outreach into corporate and government sectors with the goal of remaining relevant to military audiences. In pursuit of new student engagement and acquisition goals, an integrated brand positioning and sales strategy was required in order to effectively communicate with B2B target audiences.

SOLUTION & RESULT

Thorough brand research, discover and strategy sessions with TUI's marketing and sales teams determined the course of action—create a distinct B2B visual identity and voice that paralleled the B2C brand and communicated the benefits of their Outreach & Partnerships offerings.

The resulting Outreach & Partnerships PowerPoint sales presentation, overview brochure, presentation folder and program inserts successfully achieved the goals identified in the strategy sessions, and armed the sales team with the necessary materials to begin their outreach initiatives.

RESPONSIBILITIES

Art and Copy Direction, Copy Writing and Editing, Design, Production, Project Management

VERTICAL BRANDING

The greatest organizational challenge in today’s workplace is the need to prepare next-generation core talent for leadership. Focused on articulating TUI's solution while aligning with the B2C counterpart "Minds at Work" tagline, "Leading Minds" was conceived and adopted as the new positioning statement while representing their innovative learning platform and academic programs, faculty and student body.

A secondary brand color palette and visual style was established and successfully employed to project a global sensibility and communicate the unique value of their learning platform—a focus on thinking, writing and academic rigor.

POWERPOINT SALES PRESENTATION

For their sales teams to go-to-market, TUI requested a B2B PowerPoint presentation for face-to-face meetings with HR and Training/Learning Directors. The primary message—TUI offers learning solutions that meet today’s most critical organizational challenges—developing leaders who are critical thinkers and can navigate future change.

B2B OVERVIEW BROCHURE

An eight-page overview brochure was created to reinforce TUI's unique value proposition and support the sales presentation.

Design and layout were driven by the need to clarify their learning model and communicate the benefits of their committed, connected learning community.

COLLATERAL PRESENTATION KIT

A sales collateral system was designed for the O&P sales team. The new presentation folder contained the new overview brochure as well as a collection of two-sided inserts highlighting various degree program and service offerings. The inserts also incorporated existing brand colors specific to TUI’s four colleges.