The University of Chicago Alumni Association was preparing to launch a new online learning platform to strengthen ongoing engagement with alumni. However, internal teams held different assumptions about its purpose—some viewed it as programming, some as fundraising support, some as community-building. There was also external competition in the lifelong learning space (Coursera, MasterClass, LinkedIn Learning) and a need to articulate what made a UChicago learning experience distinct.

We conducted qualitative audience research, mapped alumni motivations and behaviors, and synthesized insights into a strategic narrative that re-centered the platform around curiosity, continuing inquiry, and belonging to a community of thinkers.

We then developed the messaging framework, value proposition, and proof points used across launch materials, internal communications, and partner presentations. The result was a clear, shared narrative that aligned stakeholders, distinguished the platform in a crowded market, and grounded outreach in a genuine offer of continued learning.