Today’s students begin their college search long before they visit campus. They explore websites, videos, social media and student stories as they look for a place that reflects their goals and helps them see what is possible.
To meet those expectations, the Palumbo-Donahue School of Business has invested in a comprehensive marketing and communications strategy that better shares the School’s story, strengthens its brand and supports recruitment.
Since 2024, under the leadership of Tricia Brancolini-Foley MS’01, program director of marketing and communication, the School has partnered with Duquesne University’s Division of Marketing and Communications to create a unified brand centered on its signature Business of Difference Making® message.
A Stronger Brand Experience
The initiative began with a refreshed visual identity, updated logo, vibrant color palette, stronger messaging and clearer calls to action. The brand now extends across nearly every student touchpoint.
Undergraduate and graduate viewbooks were rewritten and redesigned to highlight experiential learning, academic excellence, career outcomes and student success stories. Curriculum guides also were reimagined to give prospective students a clearer picture of academic pathways and employment opportunities.
The School’s website has undergone a significant transformation with updated content, refreshed photography, improved navigation, student testimonials and search strategies that help prospective students discover Duquesne.
Digital Storytelling With Purpose
Digital marketing efforts also have expanded through social media, video content, digital advertising and consistent storytelling. These efforts showcase students, faculty, alumni, programs, and corporate and community partnerships while helping prospective students better understand the Duquesne business experience.
To support graduate enrollment, the School has increased investment in targeted digital advertising, sponsored content, program features on graduate education websites, regional placements and radio advertising.
At the University level, Duquesne’s Marketing and Communications team continues to elevate the School’s reputation through student stories, faculty interviews, thought leadership articles and media appearances that position faculty as experts on current business issues.
Showing Students What Is Possible
Authentic storytelling has become a key recruitment tool. New print materials include QR codes linking directly to student videos, giving prospective students firsthand perspectives on life in the School of Business.
Behind the scenes, marketing operations have been centralized to ensure consistency across communications. Annual professional photography sessions capture authentic student experiences in classrooms, experiential learning spaces, across campus and throughout the city.
Alongside Brancolini-Foley, Amanda Venglish B’19, marketing and communications coordinator, and Andy Cummings A’23, multimedia communications specialist, help bring the School’s story to life through written and visual content.
Together, these efforts reflect a strategic commitment to brand, storytelling, recruitment and reputation-building, ensuring the value of a Duquesne business education is reflected in every interaction with the School.
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