Guided by qualitative and quantitative research from SimpsonScarborough, we developed a messaging system to guide all communication, a 48-page plus cover viewbook, six additional campaign components that resonated with key prospective students at various stages of their college search and application process, and a campaign creative standards guide to help the university produce additional materials our creative agency wasn’t charged with developing.
Here's a glimpse of the messaging system, campaign creative standards guide, viewbook, and supporting recruitment material our creative agency developed for Santa Clara University.
To empower the university’s Office of Marketing and Communications to properly manage the campaign, with minimal involvement from our agency, we developed a campaign creative standards guide. The guide laid the creative rules for all campaign communication—headlines, subheads, body copy, and captions, to typeface hierarchies, colors, photography, and layout styles and rules.
Guided by qualitative and quantitative research from SimpsonScarborough, we developed a messaging system to guide campaign communication—supporting the provost’s Integrated Strategic Vision and Plan. Our messaging system outlined key target audiences (prospective high school students and parents), their demographics (age, location, academic scores, household income), key considerations and decision influences (academic strength, post-graduation opportunities, location, academic admission standards, application and enrollment fees, etc.), and key messages and proof points that positioned the university as the premier school to deliver on the target audiences’ key considerations and decision influences.
Students identified as key prospects in the early stages of their college search were sent a brochure conveying key messages and proof points that appealed to their care-abouts. And the brochure unfolded to a large poster—showing off the campus’ beauty.
Guided by the messaging system, we dedicated 48 pages (plus cover) to conveying the story Santa Clara University deserved to tell prospective students and parents. A story about the university’s students, faculty, and alumni, surrounded by the vibrance of Silicon Valley innovation.