Case Studies: Chapman University’s Argyros School of Business & Economics

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Case Studies:

Chapman University’s Argyros School of Business & Economics

Situation: With an thousands of universities nationwide and hundreds in the Southern California area, competition for top-quality students is intense. With all universities claiming similar capabilities (i.e. strong faculty, personalized education, etc.), building an effective brand is critical.

Client Background: Chapman University’s Argryos School of Business & Economics, a top profile business school in Orange County and very well known for its President, James L. Doti and their Economic Forecast.

Problem: Difficulty recruiting top-quality students, lack of recognition in the business community. The school desired to enhance its reputation, recognition and perception for incoming and graduating students, and to position itself so that prospective students desired to go to Chapman.

Solution: Based on a number of interviews and focus group testing with key advisors (area CEO’s) and faculty members, BLK effectively branded Chapman’s business school.

POSITIONING BEFORE	POSITIONING AFTER
“…providing students and alumni with unmatched access to exceptional teachers who are active scholars and a network of top executives in one of the nation's most dynamic business communities”	The Argyros School Of Business & Economics Prepares Southern California’s Business Leaders By Combining: • Reality-Based Education; • Practical Experiences; And • Influential Business Relationships

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