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, 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
Web content
BRANDING
Content Strategy
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.
problems to be solved
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 were 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, ensuring 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
Digging Deep
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.
branding a new program
Branding & Strategy
When MBU needed help figuring out the messaging for a new undergraduate living and learning experience, we were able to build on this knowledge to provide branding and content strategy support.
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 major priority for MBU’s new president, and we were able to work as an extension of the university’s communications team to offer fast, responsive support.
In less than just a couple months we were able to develop robust messaging for internal and external audiences as well as bring Signature to life on the MBU site.
An Improved experience
Results
The results of our ongoing relationship with MBU have been a more accurate, useful website that the university can trust 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.
