VoLume LiV
issue i
tHursday, september 13, 2012
www.beNtLeyVaNGuard.Com
Smart. Nimble. Compassionate. Prepared. Boston Business Journal Bentley implements rebranding strategy Editor comes to lend a By Lacey Nemergut News editor
When students arrived on campus this past week, they were welcomed by posters introducing them to Bentley University’s new brand: “preparing the next generation of smart, nimble, compassionate leaders.” To begin the ini-
tiative, Bentley hired, for the first time in its history, a Chief Marketing Officer who collaborated with two prominent marketing agencies to assess the most effective and comprehensive brand positioning . “Step one involved an audit of Bentley’s current state,” stated David Perry, Bentley’s Chief Marketing Officer.
The new shield features multiple facets of what makes this school what it is.
During this time, the University worked closely with Boathouse Group Inc., headquartered locally in Waltham. They then continued their study, utilizing the professional input of Simpson Scarborough marketing research firm. “It started with qualitative research among internal audiences [in the form of interviews] and then moved to quantitative research [in the form of surveys] with both internal and external audiences which included current students,” said Perry. The groups in this survey, 11 in total, included the opinion of prospective students detailing what they felt they needed from the University in order to eventually partake upon a desired career path. “I was impressed by how transparent he {David} was in that process,” said Brianna Allard, Associate Director of Marketing Programs. After extensive research, the team narrowed it down to three
Courtesy of bentley.edu/brand
See BRAND, Page 5
Fresh. Functional. Bold. Professional.
Visit: www.BentleyVanguard.com
Over the summer, Bentley’s own Paul Cheek renovated The Vanguard’s website. The new site features archived posts as well as each
3 ART 222 professor frank teaches students the art of Going to the symphony
week’s posts from the print publication. The site also features an up to date calendar of school events, and a Bentley sports
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blog. Check out the new website, and be sure to follow The Vanguard on Twitter: @bentleyvanguard and @vanguard_sports.
hand at The Vanguard
George donnelly/tHe VaNGuard
By Brenna O’Connell Campus Life editor
Boston Business Journal executive editor, George Donnelly, will be assisting the campus newspaper by lending the knowledge he has of the business and journalism worlds. Even with the knowledge garnered during his journalism career of over 25 years, he remains committed to keeping The Vanguard the paper of the students. Donnelly, the product of journalist parents, had a natural predisposition for the art of reporting, rounding off his education with an English degree from Binghamton University, class of ‘81. Upon graduation, his start into journalism was a bit “indirect,” as he puts it. “My first real job when I had to go to an office…was at an ad agency…[as] a junior account executive,” said Donnelly. His first reporting job came in 1985 at the Somerville Journal. After two years, Donnelly rose through the ranks to editor of the publication, which proved to be a difficult transition. “It’s one thing to be a reporter…than coordinate an entire newspaper,” said Donnelly. But he must have learned quickly and well. After four
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years at the Somerville Journal, he moved to be the editor-in-chief of the Tab newspaper group, which at its peak included 20 publications. That is when he decided to make a change. “I was very interested in business and finance…[I] decided to pursue financial journalism and got a job as editor at CFO magazine in 1998,” said Donnelly. The transition to the Boston Business Journal came easily, where he has spent the past twelve years. “It combined my great love of business with [my] background in newsroom management and, to a degree, in community newspapering,” said Donnelly. So, why would a busy executive editor for a business journal choose to spend time in Waltham with the Vanguard staff? Apparently, our reputation precedes us. “I have some good contacts [at Bentley]…and we write about Bentley a fair amount – We write a lot about the graduates…I feel it is an outstanding university and it’s bet evidenced by the kind of graduates it produces. This is a great opportunity to learn about the school,” said Donnelly. “I want to be a resource…who can help answer questions and suggest some new ideas. But it’s a students’ newspaper, and that’s what makes it original See ADVISER, Page 5
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