Focusing Messaging to Effectively Market a Business University
Your People LLC began working with Cleary University in summer 2019, first on a project basis to manage a national Media Campaign, and later as the Agency of Record for this business university in Howell, Michigan.
Cleary is a great client for Your People because of its out-of-the-box approach to higher education, focusing on delivering quality instruction for traditional and adult students in a variety of formats and also in developing a curriculum known as The Cleary Mind, that combines philosophical study with hard business skills.
Some of the work we have done includes:
Foundational Messaging Development to determine the best story to represent Cleary’s unique positioning, writing the university’s Foundational Narrative, Tagline, Boilerplate, Email Signature and more
Creating a Design Aesthetic for Cleary, including Color Palette, Logo Design, Graphic Design elements for Presentations, Digital Newsletters, and more
Building a 12-month Marketing Strategy that includes Media Relations, Social Media themes, Monthly Newsletters, and Blogging
Implementation of all Marketing Elements
Providing Crisis Communications during the COVID-19 pandemic and when needed in other situations
Our work has resulted in expansive coverage in a variety of media outlets including the Chronicle of Higher Education, the Wall Street Journal, Educative Dive, Crain’s Detroit Business, Diverse Issues in Education, Michigan Radio, the Detroit News, the Detroit Free Press, the Oakland Press, FOX 2 Detroit, WXYZ and many more.
Emily Barnes, Cleary University Provost and Interim President
“We would like to thank Your People and Lynne Golodner for their support and guidance during an extremely challenging time for our students, faculty, staff, and our greater community. As the COVID-19 situation continued to unfold and change, sometimes on an hourly basis, it was critical that we provide timely and accurate messages to our Cleary community. As a testament to her dedication and passion to provide clarity during a time of fear and uncertainty, Lynne made herself available early mornings, late nights, weekends, and often without notice to ensure we sent the right message to those we serve.
The Coronavirus (COVID-19) pandemic has altered every aspect of our university in the last couple of weeks. We cannot thank Lynne enough for her wisdom during this time of uncertainty. Her acute awareness and foresight helped us find the words our Cleary family needed to hear during a time of crisis.”
Additional Case Studies
Case Study Rival Insulation:Developing Foundational Messaging to Create A Compelling Brand Story After Lynne Golodner completed the Goldman Sachs 10,000 Small Businesses entrepreneurship program in 2018, she began working with fellow Goldman Sachs graduate Chris...
Case Study People's Food Co-op:Communications & MessagingIn 2018, People’s Food Co-op in Ann Arbor came to Your People seeking guidance in messaging its membership on potential changes afoot in the nearly half-century-old co-op’s future. In particular, store...
Case Study Susan Paletz:Social Media Guidance & Brand BuildingWhen Susan Paletz decided to pivot her career later in life from family law to mediation, she knew she’d need to be on social media but wasn’t quite sure how to go about it. So she sought out Your...