Developing a brand identity for the Nova Sbe behavioral lab - communications plan & website content

Abstract

The purpose of this work project is to develop a series of actionable recommendations for the Nova SBE Behavioral Lab communication strategy, having as starting point the Identity created under the Brand Identity Strategy report. The Lab was only founded 3 years ago and is still finding a way to mark its position within the Nova SBE community. Additionally, the Lab managers, a small board composed of three researchers and instructors at the university, are accountable for much of the decisions and management tasks related to the Lab, having no spare time for planning a communication strategy. Therefore, this work sought to understand the fragilities of the current communication tactics adopted, that lead to a lack of awareness about the Lab, using both qualitative and quantitative approaches. Altogether, it provides recommendations to improve the currently used strategy, as well as it indicates new possible communication avenues, that aim at increasing awareness and engagement.