Skidmore College

  • Brand campaign - tagline

  • Brand campaign - window decal

  • Branding in action - gallery exhibit

  • Branding in action - students at graduation

  • Virtual student experience - acceptance package viewer

Project Description

Background
  • Private, coeducational independent liberal arts college located in Saratoga Springs, New York.
Challenge
  • Performance indicators heading in right direction, yet leadership wanted to move faster.
  • Need for a unique voice to attract competitive applicants.
  • Misperceptions in the marketplace driving reputation as an artsy school, soft on academics.
Approach
  • Through internal research, discovered the school’s core belief that achieving excellence in any field – literature, chemistry, mathematics – required creativity to push the boundaries of conventional thinking.
  • Confirmed prevailing misperception among prospective students and families that the college was not academically rigorous and especially weak in sciences.
  • Developed and tested brand positioning alternatives to identify the winning concept that resonated with internal audiences and motivated prospective students to inquire and apply.
  • Crafted the tagline, “Creative Thought Matters,” to encapsulate the school’s brand positioning.
  • Offered guidance and counsel to Skidmore’s marketing group to execute the strategy across multiple communications platforms, including the website and social media.
Result
  • 20% increase in high-ability, no-need applicants two years after implementation.
  • The acceptance rate decreased from 48% to 35% two years after implementation.
  • The concept resonated so much with students that it took on a life of its own.

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Project Details

Client: Skidmore College, Saratoga Springs, New York

Tags: Brand Strategy, Creative Development and Design, Print, Quantitative Market Research

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