Case Study Background
As a case study, Montserrat College of Art (MCA) represents a unique blend of SEO, social media, and public relations successes. First, consider that MCA, with only 400 students, is small. It has a history of relatively rapid president turnover and a student body with tuition funded, in a large part, by scholarships and grants. In the past, the college had issues filling classes, attracting out of state students, and gaining visibility online.
When McDougall Interactive began working with MCA, prospects, recruits, students, faculty, staff, and the general public were — as they continue to do — judging colleges by the quality of their website and presence in search and social media. Unfortunately, the MCA website was dated, there were no rankings other than branded search terms, and social profiles were weak, at best. In addition, public relations efforts had been largely for hyperlocal events attracting only hyperlocal media.
Before moving forward, McDougall met with Montserrat College of Art’s president and marketing director, as well as a dozen other key people to make sure they truly understood the brand, business, and marketing needs. It quickly became evident that the brand message was unclear and suggested some brand strategy research by our partner agency, Arnold Advertising. McDougall performed interviews with faculty, staff, students, and parents, and then created a mission statement and a tagline (“See What You Can Do with an Art Degree”), which was presented to the board.