The Chubb Institute, Parsippany NJ, is a division of The Chubb Corporation. Despite the prestigious name, the school was perceived as just another technical/vocational school in the Northeast, Midwest, and Southeast.
We conducted Benefits Testing Focus Groups with students and applicants who did not attend. The research insights indicated that computer/technical schools were largely ignoring the emotional aspects of the decision to return to school.
We developed a new brand and corporate positioning for Chubb. This encouraged Chubb to move away from its trainer brand image and shift to a brand personality of the encouraging, confident mentor.