Everyone knows USC for their athletics, but with their Marshall School of Business steadily climbing the rankings, they suddenly found themselves competing for the cream of the academic crop — students who could go anywhere: Harvard. Berkeley. Stanford. Being relatively new to these particular big leagues, USC Marshall asked ZEESMAN to help them tell their own story in a way that would resonate with this new audience.
So we did some digging. And what we uncovered changed the conversation. From tradition to innovation, corporate ladders to start-up incubators, Wall Street to Silicon Beach. We helped them realize who they really are, and who their people are: mavericks, adventurers, entrepreneurs. Leaders. The story was always there. Only now they owned it. Marshall jumped from #13 to #9 in the national rankings. And discovered that, when you go your own way, people follow.