Tufts moves toward brand consistency

Like many large research universities Tufts is a confederation of schools with separate marketing budgets and technical support operations which has led to inconsistent web sites and brand messages over the years. Thanks to strong cross-organization collaborations and a really tight deadline, Tufts is achieving brand consistency across its schools’ websites. And with the help of the combined Black Pepper and 43,000 Feet teams, messaging, content strategy, and navigation consistency as well.

The Black Pepper team, in partnership with messaging studio 43,000 Feet, consulted on the site migrations for Tufts University School of Medicine, Tufts Public Health Programs, the Fletcher School, and the School of the Museum of Fine Arts (coming soon) from SiteCore to Drupal. With the help of our Google Analytics analysis, peer assessments, and focus group research, we recommended student-centered navigation strategies and massive content clean ups for these sites. Working closely with the 43,000 Feet team allowed us to align the navigation and content strategy with key marketing messages and plan ahead for terrific copy writing across these sites.