The Babson College Marketing team seeks to introduce a fresh brand expression through the "Know-How" campaign, designed to convey the essence of entrepreneurial leadership in an authentic, relatable way, rather than through traditional academic definitions.

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My strategy for the campaign focuses on forging an emotional connection with the Gen Z audience by highlighting the genuine experiences of Babson students. By showcasing stories of vulnerability, resilience, and the realities of overcoming challenges, the campaign redefines success as a series of small victories rather than unattainable perfection. This approach emphasizes the authenticity of Babson’s entrepreneurial spirit, resonating deeply with Gen Z values and perspectives.​