Neeley School launches a new branding campaign

Fort Worth, TX

8/31/2006

TCU's Neeley School of Business is embarking on a new branding campaign designed to better position the school with its key constituents. The campaign, based on research, perception, examples, and benchmarking, resulted in the development of three key words to describe the Neeley school: "Personal," "Connected," Real." These three attributes are now part of a new branding campaign, with a new look and feel for the website, publications, brochures, ads and even the Neeley logo.

"A brand is not the Neeley School name nor the TCU name; it is what our name stands for: our distinctive attributes, our unique qualities, our strengths. It's who we are and what we do," said Dr. Chris Riordan, associate dean for external relations at Neeley. "Sometimes it is difficult to put those in words. But when it all came together, there was no doubt what Neeley brings to the table."

Neeley's external relations department led the branding process: Chris Riordan, associate dean for external relations; Jeff Waite, director of external relations; Elaine Cole, public relations/events manager; and Eric Prather, publications manager. Dean Dan Short and the administration for Neeley's academic programs also took part.

The Neeley team worked with the Balcom Agency as a creative partner. Their
creative team knew the message needed to differentiate Neeley from its peers and, most importantly, inspire the staff, students, alumni and faculty. The new tagline: "It's more than business. It's personal," "captures the power of one-on-one connections created by Neeley's acclaimed faculty and innovative learning environment," Dr. Riordan notes.

"We are galvanized around this new branding campaign and eager to see its results," said Dean Short. "Refining the Neeley brand is just one piece of the new marketing strategy for the Neeley School of Business; however, it is an important one. It will help us achieve our vision of becoming known as the premier business school in Texas."

For more information, visit www.neeley.tcu.edu.