Rebuilding Brand from the Ground Up
How Denison Edge partnered with Collegis to clarify brand identity, launch a content strategy, and rebuild its website to drive user growth.
Denison Edge, an initiative by Denison University, equips students, graduates, and professionals with in-demand, industry-relevant skills through stackable micro-credentials. To support ambitious enrollment goals and elevate its brand presence, Denison Edge turned to Collegis Education for strategic marketing support and a digital refresh. With a small internal team and big aspirations, Denison Edge sought to better articulate its value proposition and reach more prospective learners through a high-performing, content-rich website.
Scaling Marketing & Clarifying Identity
Denison Edge needed to amplify registrations for its non-credit programming while refreshing its brand presence to reflect its forward-thinking approach. The organization faced key limitations:
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Limited internal marketing capacity
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Lack of a cohesive brand voice
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Outdated website UX and SEO
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Urgent need to launch new high-demand programs in finance, marketing, analytics, and AI
Together, these challenges underscored the need for a strategic partner to help Denison Edge scale effectively and stand out in a competitive market.
Strategic Brand & Web Overhaul
Collegis delivered a set of tailored services to expand visibility, support program growth, and enhance digital experience:
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Brand Voice Workshop
Facilitated an on-site session with university stakeholders to define a clear, compelling brand voice, behavior, and tone — establishing the foundation for all future communications. -
Content Strategy
Developed a comprehensive content roadmap, including a new blog, article templates, writing guide, and SEO-informed article concepts to empower internal marketing teams. -
Website Strategy and Optimization
Conducted in-depth UX and SEO audits pre- and post-launch, guiding the redevelopment of the Denison Edge website. The rebuilt site now delivers a seamless experience tailored to prospective learners and employers.
The Results: Stronger Presence, Measurable Growth
Within four months of relaunching the website, Denison Edge experienced marked improvements in site traffic and user engagement:
- +21% YoY increase in total users
- +16% YoY growth in sessions and new users
- 96% increase in Rental Space page traffic
- 1,284 sessions on new Registration page
- 310 sessions on new Business Immersion page
The top-performing pages — including Programs and Homepage — also achieved +16% YoY growth, confirming the success of the site redesign and content strategy.
The Takeaway: Strategy and Storytelling Drive Digital Success
The Denison Edge case study illustrates the impact of aligning brand clarity, content strategy, and digital design. Through partnership with Collegis, Denison Edge built the foundation for ongoing growth — positioning itself as a leader in flexible, career-focused education.
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