Ascend Marketing Launches New Brand for SMU

By Ascend Marketing


Ascend Marketing partnered with Southern Methodist University (SMU), an esteemed university in Dallas, TX, to rebrand its professional education program previously known as SMU CAPE — Continuing and Professional Education. 

As the first step in the rebranding effort, the Ascend team analyzed research data, developed student personas and mapped out customer journeys. From this initial strategic work, distinct positioning statements were developed for both SMU’s overall professional education programs and its new Online Master’s in Cybersecurity. In addition, Ascend Marketing created a compelling video for SMU PRO’s home page highlighting their educational technology that delivers a classroom-like experience to online learners. Ascend Marketing also developed an introductory enrollment marketing plan for SMU’s new Online Master’s in Cybersecurity program. 

The new SMU Professional and Online (PRO) site was launched on January 28, 2019, positioning SMU as one of the top professional education programs in the country. The rebranding work was incorporated into the new, vibrant SMU PRO site which launched on January 28, 2019. It positions SMU as one of the top professional education programs in the country and highlights SMU’s online master’s, certificate, corporate and short course programs.   

“We look forward to an exciting continued relationship with Ascend marketing, as we venture into the world of high-quality, online education. From the first meeting, the Ascend leadership team has been gracious, seeking to understand the needs of both our organization and our customers,” said Larenda Mielke, first Associate Provost for Continuing Education at SMU.

Congratulations to SMU for transforming its professional education program. We look forward to celebrating SMU’s new program success in 2019 and beyond.


Ascend Marketing CEO, Rich Herbst, was named 2019 Entrepreneur of Excellence in the Media/Communications/PR category by Fort Worth Inc. Magazine at their awards dinner on May 9 in Fort Worth.

Ascend Marketing won the 2019 AMA DFW Marketer of the Year award in the B2C Social Media category.

Shopping Basket