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My College Advisor Client Overview My College Advisor (MCA) is a firm dedicated to helping high school students successfully navigate the college admission process through research, personal consulting, professional consultant training, and a self-study kit. Developed by Dr. Anthony Guerra during his tenure as a visiting scholar at Harvard, the My College Advisor program has been honed through years of personal consulting into a concise and effective kit. In just three easy steps, the kit leads parents and students through the entire admissions process. My College Advisor is headquartered in Hartsdale, Westchester County, New York, with a second office in Fishkill, New York. Personal consulting services are provided through these two offices. Client’s Challenge Accustomed to marketing personal consulting services on a local level, MCA first attempted to market the kit through one-on-one presentations, an infomercial, and QVC. Without planning or proper preparation, these initial attempts failed. Their management recognized that they needed to first have a strategy in place before releasing the updated kit to the marketplace. A Sales Manager was brought in to initiate and manage a program to introduce the kit to retail buyers, and, ultimately, drive sales. They also needed to promote an image that would attract parents and students alike. The BBG&G Assessment The agency recognized that the most immediate obstacle was grounded in the firm’s lack of clear and consistent corporate identity and brand. MCA’s product was further handicapped by inconsistent messages and disjointed marketing attempts. Corporate and brand identity could be managed through a well-designed and thought-out program. Buyer and consumer awareness could be effectively impacted through ongoing coordinated PR efforts, targeted advertising, trade show appearances, and direct communication to appropriate buyers. Having listened closely to the MCA team and examined the product ourselves, we knew that there was an important and unique story to portray. The BBG&G Solution First, we established a logo and corporate ID system. Then, we tackled graphic standards and packaging design for the kit and its contents: manuals, CDs, and forms. Hundreds of pages were revised, updated, and streamlined for greater readability and impact. POP displays, packaging variations, and sales presentations were designed for the first of several industry trade shows. Publicity, direct marketing, print ads, and careful coordination continue to play a strong role in helping MCA reach its markets. The COMPONENTS Brand Strategy |
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