Heart of Peace Building & Interreligious Education
Hartford International UniversityHow Hartford shed the seminary label and became known for interreligious education
Becoming Hartford International University for Religion and Peace
Due to a changing competitive landscape, persistent enrollment challenges, dependency on endowment returns to support operations, and a desire to broaden the communities it serves, Hartford Seminary had restructured its revenue model, its degrees/programs, and needed a new approach to outreach. To this end, Hartford has already begun to shift its focus from offering a diverse collection of religious studies and interfaith programming to initiatives that emphasize interreligious & peace studies, executive and professional education, religion research and global & community partnerships.
Campaign Strategy
To reflect Hartford’s transformation, Elliance renamed the university, re-imagined its logo as the ascending dove, articulated a new position, redesigned its website, and launched a new blog titled “Religion & Peace”. Furthermore, Elliance deployed enrollment campaigns to launch its new degree programs.
Results: Growing inquiries and applications for newly created masters programs
Elliance ran Paid Advertising and Content Marketing Campaigns for Hartford International University. We created a new Programs Microsite which was a destination for our Paid Advertising campaigns and focused on getting right fit prospects through campaigns on Google and LinkedIn.
Impact
The content marketing campaign focused on starting a thought leadership blog to celebrate interfaith and peacebuilding work done at Hartford International University. The blog content focused on highlighting the work of faculty, students and alumni and provides a perspective on the importance of this work in the current landscape. At the same time it gives information to prospective students about the value of an interreligious education.
- Ranked on page 1 for “interfaith dialogue”
- Ranked on page 1 for “interreligious studies”
“I have worked closely with Elliance for five years now, and I can say that the company truly cares about its clients. We have seen a tremendous response to our new structure and identity. I’m not sure how we would have done it without Elliance.”
