Ross University School of Veterinary Medicine Viewbook

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Ross University School of Veterinary Medicine—the US’s largest AVMA-accredited veterinary school—underwent a comprehensive rebranding and repositioning in 2015 that included a thorough review of all marketing tactics, channels, messaging, calls to action, cadence, and areas of friction throughout the marketing funnel. An external review of the competitive landscape and an internal review of marketing systems and processes, combined with insights gained through on-campus focus group sessions involving students and faculty, revealed key points of differentiation to lean into with regard to messaging. There was clearly an opportunity to more effectively position the institution as the DVM school of choice. Among those slated for a strategic refresh was the flagship piece of enrollment marketing print collateral: the prospective student viewbook.

APPROACH & OUTCOME

The prospective student viewbook supported a complex decision-making process among primary audiences—prospective students—and secondary influencer audiences, including families and undergraduate college and career counselors. As a key tool utilized at all in-person events—including info sessions held across the US and Canada as well as grad fairs at dozens of North American colleges and universities—it accompanied students through the high-involvement path from awareness to application, acceptance, and enrollment in the DVM program. Viewbooks, nestled inside custom-printed presentation envelopes, were mailed worldwide to prospective students who requested information through an online inquiry form or directly submitted their application for enrollment. They were also provided to college and career counselors at target undergraduate feeder institutions across the US and Canada.

The flagship piece of marketing collateral featured a distinctively tactile, custom outer cover. A roughly textured gray heavyweight stock was imprinted with the Ross Vet logo, centered, in one-color opaque white. The refreshed tagline “Passion With Compassion” appeared as white text stamped on a bright red tab bleeding off the right edge—an eye-catching design that commanded attention even at crowded grad fairs. A comprehensive on-campus photo shoot was conducted as part of the refresh.

Besides the website, the prospective student viewbook was the most comprehensive item to overhaul. The reimagined viewbook authentically and effectively expressed the institution’s brand narrative and value proposition—positioning Ross Vet as a veterinary school of choice. It supported the school’s brand positioning by incorporating insights-informed messaging, trust points, and key differentiators—all supported by authentic imagery of students and alumni. Messaging leaned into key competitive differentiators, including AVMA accreditation, an accelerated curriculum with flexible start dates, dual degree options, BS-to-DVM pathway programs, early hands-on experience in an AAHA-accredited veterinary hospital serving local farmers and the surrounding community, and learning and research opportunities with worldwide partner institutions.

In concert with all other online and offline tactics in Ross Vet’s integrated marketing communications plan, the viewbook contributed to a 43% year-over-year increase in applications for veterinary school enrollment.

MY ROLE

Creative Direction & Strategy

KNOWLEDGE, SKILLS & TOOLS

• Strategy: Audience Insights | Brand Messaging | Brand Stewardship | Brand Storytelling | Concept Development | Content Marketing | Customer-Centric Mindset | Higher Education Marketing | Stakeholder Management
• Creative & Production: Budget Management | Color Theory | Creative Development | Creative Services Management | Creative Team Leadership | Photo Shoots | Print Production | Vendor Management
• Tools: Adobe Acrobat Pro | Adobe Illustrator | Adobe InDesign | Adobe Photoshop | Microsoft PowerPoint

KUDOS

• PLATINUM: 2016 MarCom Awards (entry category: Writing > Brochure)
• GOLD: 2016 MarCom Awards (entry category: Print Creativity > Brochure > Viewbook)*
• SILVER: 32nd Annual Educational Advertising Awards (entry category: Student Viewbook)*

*Earned in partnership with Howard Design Group