Case Study: University of Massachusetts strengthens its brand and media strategy with BVK

University of Massachusetts builds brand strategy with BVK and surveys 3,288 respondents

The University of Massachusetts, a public flagship university, partnered with the marketing agency BVK to create a compelling and unique brand position. Their challenge was to evolve their brand perception among key audiences, including residents, prospective students, and alumni, and to establish a baseline of brand health data to measure marketing ROI.

BVK developed the "Be Revolutionary" brand campaign, tapping into the university's legacy to inspire progress. The solution included a new targeted paid media strategy and comprehensive research to assess perceptions across multiple audience segments. As a result, BVK helped UMass establish a healthy baseline with 3,288 total survey respondents, enabling future marketing effectiveness tracking and providing a unified platform for the campus.

University of Massachusetts