Ted Rogers School of Management, Ryerson University
In 2014, Ryerson University’s Ted Rogers School of Management (TRSM) wanted to increase awareness of the value and unique offering of its MBA, Bachelor of Commerce in Hospitality and Tourism Management, and Bachelor of Retail Management programs and drive applications. Beacon was hired to develop a communications plan that could be executed by TRSM’s inhouse communications team.
Beacon conducted a stakeholder audit and deep communications analysis including:
One-on-one interviews with faculty and administrators from all three programs
Reviewing Ryerson research studies
Assessing media coverage, marketing materials, and past and current communications activity conducted by TRSM as well as Rotman, Schulich and other universities competing for students from the GTA
Beacon created comprehensive strategic communications plans for each program. Each plan contained a detailed SWOT analysis, key messages, recommended strategies and a range of integrated marketing communications tactics