Caltech

Caltech

Positioning a Scientific Powerhouse in the Evolving Higher Education Landscape

Situation

The California Institute of Technology (Caltech) is one of the world’s leading institutions in science and engineering. It repeatedly ranks #1 on the Times Higher Education World University Rankings and is recognized among higher education institutions to be without peer. Caltech’s role in major scientific advancements and its accumulation of Nobel prizes, National Medal of Science and National Academy of Sciences awards defy its small size. Yet the general level of public recognition for Caltech and the value it creates was nearly nonexistent. In the competitive, rapidly evolving higher education landscape, leaders recognized the need to build greater awareness and appreciation for Caltech’s seismic impact on the world at large. Marshall Strategy was asked to develop a positioning platform that would amplify Caltech’s voice and improve its recognition and influence while maintaining the Institute’s academic stature and scientific integrity.

Strategy

Research revealed that many in the Caltech community believed the school’s scientific output convinced that its work should speak for itself. We facilitated a collaborative process to help the community appreciate that amplifying Caltech’s voice was not a superficial exercise, but rather one that was required to further the Institute’s mission. We identified several meaningful differentiators and key themes that all focused on Caltech’s consistently bold ideas and unparalleled impact. In combination, these themes tell a powerful Caltech story, encapsulated within the statement:

Caltech pursues audacious science and engineering that transforms our world.

We demonstrated how this idea differentiates Caltech in a way that is compelling and relevant, internally and externally. From this foundation we developed a messaging framework and a toolkit to enable communicators to reinforcing the strategic positioning while connecting with diverse audiences.

Results

Marshall partnered closely with design firm Dinetz Design and content marketing agency Tendo Communications, to develop a visual identity and an execution plan that supported the positioning strategy. With enthusiastic support from the President, Provost and Division leadership, Caltech’s Marketing & Communications team began implementing the positioning and messaging framework across the Institute. Equipped with a powerful and differentiating story and a renewed enthusiasm for telling it, Caltech launched its new identity to widespread acceptance and greater public understanding.

Find out how we can help your organization.

Related Case Studies

Catalus Corporation

In All Case Studies / Names and Naming Systems / Positioning Strategy
UCSF_SoP Brand

UCSF School of Pharmacy

In Brand Research / Messaging Strategy / Positioning Strategy
Salesforce_brand

Salesforce

In All Case Studies / Brand Architecture / Identity and Brand Strategy / Names and Naming Systems

Revel Architecture & Design

In All Case Studies / Brand Research / Identity and Brand Strategy / Messaging Strategy / Names and Naming Systems / Positioning Strategy

Super Deluxe

In All Case Studies / Positioning Strategy

University at Buffalo

In Brand Research / Identity and Brand Strategy / Names and Naming Systems / Positioning Strategy

Credit.com

In Messaging Strategy / Positioning Strategy
Unison

Unison

In Messaging Strategy / Names and Naming Systems / Positioning Strategy
guidewire

Guidewire

In All Case Studies / Identity and Brand Strategy / Messaging Strategy / Positioning Strategy
Lucid Motors

Lucid Motors

In All Case Studies / Messaging Strategy / Names and Naming Systems / Positioning Strategy
napa-valley-vintners

Napa Valley Vintners

In All Case Studies / Identity and Brand Strategy / Messaging Strategy / Positioning Strategy
abilitylab-case-study

AbilityLab

In All Case Studies / Brand Architecture / Identity and Brand Strategy / Messaging Strategy / Names and Naming Systems
Rockefeller University

Rockefeller University

In All Case Studies / Brand Research / Identity and Brand Strategy / Messaging Strategy / Positioning Strategy
Ripple

Ripple

In All Case Studies / Brand Architecture / Messaging Strategy / Positioning Strategy
Luum Textiles

Luum Textiles

In All Case Studies / Identity and Brand Strategy / Names and Naming Systems / Positioning Strategy
The Mix @ SFPL

The Mix @ SFPL

In All Case Studies / Identity and Brand Strategy / Names and Naming Systems

UC Berkeley

In All Case Studies / Brand Research / Messaging Strategy / Positioning Strategy

VMware Partner Network

In All Case Studies / Brand Research / Messaging Strategy / Positioning Strategy

Steelcase’s Coalesse

In All Case Studies / Brand Architecture / Messaging Strategy / Names and Naming Systems / Positioning Strategy

Hilton Grand Vacations

In All Case Studies / Brand Architecture / Messaging Strategy / Positioning Strategy

Santa Lucia Preserve

In All Case Studies / Brand Architecture / Identity and Brand Strategy / Messaging Strategy / Names and Naming Systems / Positioning Strategy

Buffalo Bill Center of the West

In All Case Studies / Brand Architecture / Messaging Strategy / Names and Naming Systems / Positioning Strategy

The Getty

In All Case Studies / Brand Architecture / Messaging Strategy / Names and Naming Systems / Positioning Strategy
University of California

University of California

In All Case Studies / Brand Research / Messaging Strategy / Positioning Strategy

Centro

In All Case Studies / Brand Architecture / Messaging Strategy / Positioning Strategy

UC San Francisco

In All Case Studies / Brand Research / Messaging Strategy / Positioning Strategy
Caltech

Caltech

In All Case Studies / Brand Research / Identity and Brand Strategy / Messaging Strategy / Positioning Strategy

Highmark/Allegheny Health Network

In All Case Studies / Brand Architecture / Brand Research / Identity and Brand Strategy / Names and Naming Systems / Positioning Strategy
NanaWall

NanaWall

In All Case Studies / Brand Research / Messaging Strategy / Positioning Strategy

Adobe Acrobat

In All Case Studies / Identity and Brand Strategy / Messaging Strategy / Names and Naming Systems / Positioning Strategy
Boeing

Boeing

In All Case Studies / Brand Architecture / Messaging Strategy / Positioning Strategy
Date

February 3, 2016

Category

All Case Studies, Brand Research, Identity and Brand Strategy, Messaging Strategy, Positioning Strategy