Client Success Story: Increased Differentiation for Online Program Offerings

“The report really opened our eyes as to what we needed to do to differentiate ourselves, what we stand for, and why we are a good value. We knew we had to improve our differentiation, but the study showed us just how much work we needed to do.”

-Darren Klein, Director of Marketing

The Client

  • Kelley School of Business at Indiana University
  • Bloomington & Indianapolis, IN
  • Undergraduate and Graduate degree granting institution
  • Public Institution
  • Approximately 7,000 undergraduate students on the Bloomington and Indianapolis campuses.

The Highlights

The Challenge: The Kelley School of Business at Indiana University was looking to better differentiate its online offerings in an increasingly crowded online marketplace.

The Solution: The Online Higher Education research team utilized the results of a recently completed study detailing common points of positioning and differentiation for online education providers, and helped the Kelley School analyze it’s specific implication for them.

The Results: Using insight drawn from the study, the Kelley School re-organized its website to more explicitly highlight the key benefits of its online offerings to better differentiate itself from its competitors. Since launching its new website, the Kelley School has increased its class size by 75%.


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