To refresh its brand Simon Business School at the University of Rochester launched a new identity aimed to meet competitive business challenges head on. Coyne was asked to seed the new campaign’s spirit and messaging leading up to the campaign launch and developed an aggressive media outreach strategy, a social media integration plan and some longer-lead creative content to highlight the new brand direction.

Rather than applying the same well-worn tag lines widely used in higher education marketing, Simon injected a dose of reality with a fresh, no nonsense approach to graduate business education that brings to life a real conversation about today’s competitive business culture. “Toughen Up” was the challenge that Simon issued to future business leaders with the announcement. The team developed an aggressive media outreach strategy, a social media integration plan and some longer-lead creative content to highlight the innovative message.