WU Executive Academy

Brand communication for world-class education programs

Education
Community relations. Earned media. Brand communication. Media partnerships. Strategic storytelling. Event management.

Context:

The WU Executive Academy, part of the prestigious Vienna University of Economics and Business, sought to increase awareness for its Executive MBA Programs for candidates outside Austria, in Romania and Bulgaria. The objective was to target managers and entrepreneurs interested in elevating their business know-how and leadership skills. To achieve this, the WU Executive Academy partnered with Pi2 to create a targeted brand communication strategy that would resonate with its ideal candidates.

Approach:

Pi2 proposed and implemented a comprehensive communication strategy designed to increase reputation, engage with the target audience and differentiate from the multitude of online and offline offers present on the market. Key tactics included earned media, influencer advocacy, alumni storytelling, as well expert opinion editorials pitched in top Romanian and Bulgarian media outlets. Additionally, Pi2 established a partnership with leading business newspapers in the two countries, for an annual Scholarship project to a promising young manager, further enhancing the program’s prestige and reach.

Results:

+ 15 years of successful collaboration and brand growth
+ 50 earned press articles every year / country
~ 30 managers annually registered in the program / country
+ 450 alumni in WU EMBA Bucharest community program

”Pi2 has successfully implemented WU’s communication campaigns in Romania since 2012. They impressed us from the very beginning with their PR experience, attention to details, and willingness to try new ideas. Our collaboration is based on trust, enthusiasm and professionalism.”