Developing business leaders for a sustainable world
The College of Business and Economics at the University of Guelph champions a vision where business creates economic value while improving life, society, and the environment. As a hub for educating responsible business leaders, the College embraces a transformational approach to learning, rooted in sustainability and equity.
The Challenge
At a time when business schools globally are intensifying efforts to modernize their messaging and academic positioning, the College recognized the need to sharpen its identity and narrative to effectively communicate its progressive and sustainability-first approach. Its goal was to build greater recognition as a trailblazer in preparing sustainable, ethical business leaders.
The Strategy
To support this mission, Yulu partnered with the College to conduct a deep discovery process – including on-campus stakeholder interviews and benchmarking against global best practices. The resulting strategic communications plan outlined a clear path forward: refined key messaging, positioning frameworks, and tailored communications priorities that aligned with the College’s sustainability vision.
A central pillar of the plan positioned Dean Julia Christensen Hughes as an international advocate for transforming business education. Yulu also identified faculty experts to support media outreach and elevated unique College initiatives – including efforts to increase gender equity in MBA admissions, integrate sustainability into curricula, and promote active learning.
The Results & Impact
Yulu’s collaboration with the College yielded a foundational communications framework that continues to shape its internal and external messaging. The messaging toolkit we developed helped to position the College as a champion of sustainable business, elevating its profile through targeted media and thought leadership efforts.
Our efforts secured vast media coverage across national and regional outlets – including The Globe and Mail, Financial Post, The Conversation, Toronto Star, and HuffPost, as well as widespread syndication across local newspapers like The Hamilton Spectator, Waterloo Record, St. Catharines Standard, and Welland Tribune. Coverage spanned commentary on business trends, thought leadership on responsible MBA programming, and analysis of innovative initiatives such as gender equity and sustainability in business education.
This visibility helped position the College as a go-to source for expert insights in business academia. It also contributed to major milestones – including a historic $21-million donation, the largest in the University’s history, which will significantly enhance faculty growth, student scholarships, and program development.