Mary Baldwin University
Mutti was initially hired to audit and write copy for an updated version of the university’s website. Over time, our role has expanded to include branding, content strategy work, back-end CMS management, and more.
We continue to provide the care and institutional knowledge that an in-house employee would bring to the table but with the flexibility, resources, and skills of an agency.
Solutions
Product Copy
Creative Copywriting
About the client
Mary Baldwin University (MBU) is a small, private university enrolling nearly 2,000 students at the undergraduate and graduate levels on campuses in Staunton and Fishersville, Virginia, and online. Since 1842, this intimate learning environment has allowed students to cultivate strong connections with faculty and peers.
Goals
Goals
Our initial scope was to ensure the quality and accuracy of the copy used in the website redesign. MBU, however, is a small organization with a tiny communications team; they knew they wouldn’t be able to update everything before the launch of the site in September of 2023. With that in mind, and impressed with the quality of work we had already done, we tasked with continuing to update content.
As we added value and immersed ourselves in MBU’s organizational culture, we were able to expand our role and help MBU with other goals, including:
Assisting with content strategy and branding for MBU’s new “Signature” program
Providing guidance on information architecture, to ensure content is easy to navigate and digest
Writing landing pages and emails for specific campaigns
Updating website pages directly via MBU’s CMS, and providing input on images and other design elements
Discovery
Discovery
For MBU, initial discovery involved:
A comprehensive content audit to understand the state of existing copy.
Thorough competitive research to see how other similar institutions were positioning themselves in this space.
Connecting with stakeholders, specifically campus partners, to better understand their needs and goals for the website.
Through this discovery process, and our ongoing work with the MBU communications team and campus partners, we were able to gain a deep understanding of how MBU operates and what makes it unique.
Content strategy
Content Strategy
When MBU’s needed help figuring out the positioning for a new school-wide initiative, we were able to build on this knowledge to provide support with branding and content strategy.
That initiative–Mary Baldwin Signature–marked a pivot away from the school’s online programs towards a renewed focus on on-campus learning. The program was a priority MBU’s new president, and we were able to work as an extension of the university’s communication team to offer fast, responsive support.
In less than ____ we were able to have the ___________ completed, using our in-depth knowledge of MBU while also providing a critical, objective outside perspective.
Results
Results
The results of our ongoing relationship with MBU has been a more accurate, useful website that the university can lean on to attract new students every year. It’s now easier to find information about specific programs, how to apply, and what life is like living and studying at MBU.
At Mutti, we pride ourselves on taking the time to get to know our clients so we can give you the results that you’d expect from an in-house employee, and the work we’ve done with MBU highlights this
