Context:

As a globally respected hub for retail thought leadership, the Baker Retailing Center continues to evolve how it connects industry, academia, and the next generation of leaders. With an expanding portfolio of programs, flagship events, and global audiences, the Center sought a strategic partner to help translate its depth and ambition into a more cohesive, future-ready brand experience.

The Opportunity:

Align digital presence and live programming under a unified narrative that reflects the Center’s leadership in retail innovation

Elevate the experience and amplification of cornerstone initiatives, including the CEO Summit, Ideathon, and student-facing programs

Modernize the Center’s digital infrastructure to better support scale, accessibility, and content velocity

Activate digital channels more intentionally across academic and industry calendars

Equip internal teams with ongoing guidance and best practices to support long-term momentum

Our Role / Scope of Work:

Digital Platform Evolution

• Reimagined the Center’s website as a modern, mobile-first destination that mirrors the caliber of its research, programs, and partnerships—built on a scalable CMS to support future growth.

Flagship Program & Event Advisory

• Provided strategic guidance on audience experience, narrative flow, and brand expression across high-profile initiatives including the CEO Summit and Ideathon.

Integrated Digital Marketing

• Developed and executed coordinated social and email strategies aligned with academic cycles, industry moments, and program launches.

Content & Storytelling

• Produced multimedia content tailored to distinct audiences—students, faculty, executives, and partners—while maintaining a consistent, elevated voice.

Team Enablement & Support

• Worked closely with internal stakeholders to onboard tools, refine workflows, and share digital best practices through hands-on collaboration and documentation.

Ongoing Strategic Partnership

• Served as an embedded thought partner to Center leadership, helping bridge communications, digital strategy, and experiential execution year-round.

The Impact:

Cohesive, elevated brand experience across digital platforms and live programming

Strong execution and amplification of flagship events reaching C-suite leaders, students, and global partners

Measurable growth in digital engagement and more sophisticated audience segmentation

A bedrock digital foundation that supports scalability without added friction

Increased internal confidence and capacity through shared systems, training, and strategic alignment