The Challenge: Global Segmentation Strategy and Brand Messaging

To quote the great John Wooden, "The best competition I have is against myself - to become better." As one of the world's top public universities, UCLA recognizes that in many ways its greatest competition is itself. Every year the school aims to do better and be better. Kelton's relationship with UCLA spans several years, with a focus on brand extension, tracking, and messaging projects across the globe.

Our work on UCLA’s reinvention as a leader in distance learning involved concept testing and brand tracking in all major U.S. cities in addition to key markets in Japan, China, India, and Turkey. Findings and Cultural Insights work from this research became the basis for a global growth strategy, which led to the second phase: a worldwide rebranding campaign for UCLA Extension.

The Solution: Updated Brand Messaging

Our work with UCLA continues to evolve, just like the university itself. As graduating seniors become alumni and applicants receive their acceptance letters, the school’s audience shifts. We help UCLA understand these changes and develop fresh messaging that resonates with a diverse cohort.

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