Munster Technological University (MTU)
The Challenge
On being appointed as the strategic marketing and branding agency for Munster Technological University (MTU) we were first tasked by the governing body to write the Marketing and Brand Development Strategy for the University over a ten-week period. The marketing and brand development strategy for MTU followed the University’s new organisational strategy, One Shared Vision, and was created in line with the Technological Universities Act 2018.
The Approach
The first step in building the strategy was creating a comprehensive framework in close collaboration with MTU's Executive Team. Serving as the foundation for all subsequent work, this framework ensured that stakeholders were informed of progress and phases leading to the strategy's culmination.
The process then transitioned to employing the 'Creative Logic Model' by We the People, a methodical approach focusing on targeted research and evidence collection. This phase was instrumental in generating the critical insights and implications that formed the cornerstone of the entire strategy.
This comprehensive strategy was rooted in a deep understanding of MTU's unique strengths and its aspiration to be a leader in both local and global education. Central to this strategy was the redefinition of MTU's brand identity, which sought to capture the essence of the university's innovative spirit and its commitment to community collaboration.
Establishing a unique mix of MTU’s differentiators in the third-level educational space was a vital component, ensuring the University stands out against the competition to become one of Ireland’s most sought-after Universities for CAO applicants.
Key to our approach was the integration of stakeholder feedback into the initial stages of the process. Engaging with students, faculty, and alumni, we crafted a brand development strategy that resonated with its diverse community, reflecting both its heritage and future ambitions. This participatory approach not only strengthened internal buy-in but also ensured that the brand authentically represented the university's values and vision.
The strategy defined MTU’s brand positioning and commitment to outputs that skillfully highlighted its unique selling propositions, such as its world-class teaching methods, diverse program offerings, and strong industry connections. By showcasing real-world applications of learning and the university's impact on regional development, this positioning aims to effectively communicate MTU's role as an educational leader.
The Results
The culmination of these efforts and the implementation of the Marketing and Brand Development Strategy will see a marked increase in MTU's brand visibility and appeal. The university continues to see a significant rise in student applications, industry collaborations, and global partnerships, cementing its position as an innovative and community-focused institution.
This case study of MTU's marketing and brand development strategy highlights the importance of a cohesive, stakeholder-informed approach to building a powerful and resonant brand.
