Georgetown University

Introducing an educational legacy to the U.A.E

Georgetown University, Washington, D.C.

Launching an esteemed Executive MBA programme in the region for the prestigious Georgetown University’s Mcdonough School of Business

A local identity for the 200 year old Georgetown brand, that keeps the values and core intact while adapting the visual and strategic outlook towards the target audience of the region. Georgetown University Dubai has now achieved full enrollment for the academic year 2023-2024.

Localising a global brand: Georgetown University

Georgetown University’s McDonough School of Business is one of the prestigious business schools in the United States, renowned for its academic excellence, innovative curriculum, and global perspective. With a rich legacy spanning over 200 years, the school has earned a reputation for developing principled and ethical leaders who are capable of making a positive impact on society.

Georgetown wanted its first presence in the UAE to be introduced with their prestigious Executive MBA programme, aiming to establish a permanent presence in the fabric of education here in the UAE, and the greater Middle East region. With a strong collaborative network that has proven to create ethical leaders who actively seek to serve the common good through business.


Remaining faithful to a 200 year legacy

Our task started by positioning Georgetown in the GCC region whilst remaining faithful to the original values and culture. The aim was not to just launch an EMBA programme in the region that was reputable, but to introduce the prestigious name of Georgetown to the region by embedding the running legacy and values in the minds of people here for years to come. Georgetown’s vision was long term.

This meant that Georgetown’s brand needed to reflect permanency and endurance, distinguishing itself from the transient nature of other business schools in the region. 

Through careful analysis and research of current trends and the market, we identified common values and personas that led to the creation of key messaging and communication channels to deliver the school’s message to the right people.


Leading the way:
A Georgetown promise

The concept for the Georgetown EMBA programme in the UAE was inspired by two key elements: Georgetown University’s commitment to leading the way in any industry, anywhere, and the UAE’s philosophy of making things happen.

We have built upon these objectives to create a concept that reflects the dynamic and forward-thinking nature of both Georgetown University and the UAE. Drawing on the bold and innovative spirit of Dubai, we have developed a visual identity that captures the energy and momentum of the city, while also highlighting the values and mission of the university.


Realising the brand: Go-to-market, campaign and digital

Our go-to-market strategy for the Georgetown EMBA programme in the UAE identified target audience needs and preferences, developing messaging focused on the programme’s values of leadership, innovation, and global perspective, while also highlighting its tailored aspects for the UAE market. Our approach included effective channels such as digital advertising, email marketing, and social media.

For the campaign creation, we developed a creative concept that showcased the programme’s relevance to the UAE market, leveraging the key messaging from our go-to-market strategy. Our campaign featured a mix of display ads, social media advertising, and email marketing, targeted specifically to potential students in the region. We created a landing page that included compelling imagery and copy, clear calls-to-action to encourage applications, and social proof to build trust and credibility with potential students. This comprehensive digital marketing campaign is aimed at successfully driving enrollment for the Georgetown EMBA programme in the UAE.

How we helped Georgetown University situate a 200 year legacy in the UAE

Research & Analysis

Market scan
Target audience research
Stakeholder research
Brand opportunities

Strategy & Story

Brand strategy
Brand positioning
Brand story
Central message
Guiding principle
Go-to-market strategy

Concept & Design

Brand identity design
Brand collateral design
Communication tools design
Brand guidelines

Implementation & Activation

Project management
Collateral production

Campaign development
Website design

Morouj Skyne Partner

The Skyne team’s expertise in the region has been phenomenal in the launch of a new program. We have a full cohort of phenomenal students, a fantastic new campus in the DIFC, and a well-established alumni network.”

– Shelly Heinrich, Admissions Director at Georgetown

Georgetown University is one of the oldest and most prestigious in America, occupying a unique position among the world’s great institutions. It continues to produce outstanding individuals, in the fields of government, economics, finance and social justice. Kings, Presidents, Rulers and Hollywood stars are all former graduates.

Skyne’s role was to seamlessly introduce such an institution to the Middle East region, based from its new home in Dubai. Skyne worked closely with the team in Washington DC and Dubai, to evolve their brand strategy and visual identity for the region, while maintaining the ethos and global reputation of the University.</.h1>

– Paul Docherty, Creative Director

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