RAISING THE BAR
Local school for hippie kids? Far from it. Our geodemographic analysis of UNC Asheville’s recruitment database revealed that one of its highest growth pockets lay in appealing to high-achieving students from upscale suburban areas—basically, super-smart kids who figure out that Asheville gives them a rigorous liberal arts experience for half the cost of its private competitors.
MORE THAN POTTERY AND PLATO
After countless focus groups and research analysis, it all came together when we came across a UNC Asheville student who described her semester course load: Chinese, physics, programming, video production, music, and graphic design. And with that, Seriously Creative was a wrap.
GO BIG OR GO HOME
That was the motto for launching the Seriously Creative campaign. The brand video that we produced made its public debut during the UNC Asheville-UNC Chapel Hill men’s basketball game; the campus was blitzed with sidewalk tattoos, shuttle-van wraps, and branded T-shirts for all incoming freshman; and Seriously Creative was incorporated into new recruitment materials.
A HOLISTIC APPROACH
Ethically minded. Socially responsible. Globally engaged.
After conducting focus groups and a survey of students, faculty, and alumni, these were the characteristics that dominated Brand IQ Creative Group’s research findings for Duquesne University’s Palumbo Donahue School of Business. We realized how deeply this Catholic institution’s mission of “educating the heart, mind, and spirit” influenced the School’s approach to preparing students for the complex world of business management.
PERSPECTIVE WITH PURPOSE
Understanding this foundational mindset—and knowing the Palumbo Donahue School of Business is ranked as one of the top business schools in the country for integrating ethics into its curriculum—we created the brand essence “Business from a Higher Perspective,” which served as the communications platform for developing a new website and a diverse series of insightful videos that convey the School’s distinctive value.
WALK THE TALK
Passionate and compelling, the brand essence truly comes to life through a video we created that features testimonials from alumni, faculty and corporate partners who define what "Business From A Higher Perspective" means and how it differentiates the School from its competitors. The video, featured on the School’s new website and played at open-house events, was so well received that the School’s supply chain management program engaged Brand IQ to create two more promotional videos just for them.
LOGO AND TAGLINE
Widely known for its esteemed medical system, renowned Writer’s Workshop, Big Ten athletics, and accomplished performing arts programs, the University of Iowa wears a lot of hats. The downside to being so many things to so many people is a loss of unifying identity. The university’s biggest battle was between those who believe the institution exists primarily to serve the state and those who think it should focus on its national and international influence (happy problem to have, dare we say!).
After conducting workshops, focus groups, and a quantitative survey with thousands of members of both the university community and external influencers, one thing was clear: the University of Iowa cannot be “just” a state university or solely a national institution—the success of each depends on the other. We developed The Hawkeye Way brand essence that emphasizes how the university is “bringing the best of the world to Iowa, and the best of Iowa to the world.”
THE WAY WE LIVE
We kicked off the launch with some nice big billboards introducing the new brand in key recruitment areas. That was followed by a national TV commercial showing Iowa faculty, staff and students at work across the state and around the world, plus a recruitment video that uses natural sound to capture the daily experience of The Hawkeye Way on campus.
CHANGE IS GOOD
As we dove into a redesign of the School of Mines website, we realized that the existing brand identity had become very dated and convoluted. We suggested a redesign in order for the School to fully acheive its goal of increasing awareness and creating excitement.
BUILD AND EVOLVE
Brand IQ created a new logo and visual identity system that honors the legacy of the School’s historical logo but gives it a clean, contemporary feel. The updated mark, combined with a more modern type treatment, is easier to use across a variety of mediums.
OUR STORY BEGINS …
… with a dashing young university assistant marketing director who really wants to do a recruitment video. Sadly, the Big Bad Economy is wreaking havoc with his budget. Enter a kind and beautiful client relations director, who waves her wand and utters the magic words, “Let us see what we can do, my dear.” Her team of creative elves puts their heads together and hatches a plan for a high-impact, low-cost video using existing footage.
WHY, OH WHY?
Flash forward a couple of years to an economy (and campus marketing budget) that is finally starting to rebound. The client (now Director of Marketing) engages an energetic m|m video crew, which sets up shop near a busy campus walkway one day at lunchtime. With unwavering determination, they pull unsuspecting students from the crowd, over and over again asking the question, “Why do you love Clarion University?” The spontaneous, unrehearsed interviews become the foundation of a fun, authentic, and heartwarming series of new TV commercials for Clarion University.
HEIGH HO, HEIGH HO, IT’S OFF TO WORK WE GO
Before the poor marketing director has even a moment to enjoy the media limelight, the recruitment cycle for the next year’s class beckons. He presents the Brand IQ elves with yet another challenge: to design and deploy not only a marketing plan and brochure for the university’s housing department but also a comprehensive Enrollment Media Plan to include TV, radio, and online channels. The elves accept the challenge and immediately get to work (whistling, of course).
THE HEART OF THE MATTER
After exceeding its past capital campaign’s goal with the help of Brand IQ, Grove City College turned to us again during the silent phase of its next campaign—which was unfolding during a period of extreme economic distress and rampant media coverage of corporate malfeasance. From extensive testing of several campaign brand concepts, “Grove City Matters” emerged as the favorite, underscoring the relevance of the College’s fiscal prudence and strong ethical focus during both good and troubled times.
Brand IQ designed a comprehensive and carefully planned campaign brand platform to express the College’s unique history as a rigorous liberal arts institution founded on the long-standing principles of faith and freedom. No opportunity was left untapped—we created an immersive experience that included a distinctive logo, stationery system, campaign case statement, annual report, campus signage, a website, and videos—all pieces working in concert to create a persuasive reason to give.
THE POWER OF POIGNANCY
A series of inspirational videos, unveiled at a public launch gala event, rounded out the “Grove City Matters” campaign experience. Ranging from a short anthem video celebrating the guiding principles of the College to expressive and heartfelt testimonials from students, alumni and friends, the videos convey the fierce passion and uncommon conviction that characterize the spirit of the institution and its distinctive mission.