Ross University School of Medicine Folder

[ about ]

Ross University School of Medicine underwent a comprehensive rebranding and repositioning in 2014 that included a thorough review of all marketing tactics, channels, messaging, calls to action, cadence, and areas of friction throughout the marketing funnel. The large-capacity presentation folder, widely utilized at all in-person admissions events across the US and Canada, was among the tactics slated for a rebrand. This presented more than an opportunity to update the colors of the previous folder design. It was a chance to strategically consider how a presentation folder could function as a marketing piece on its own—and not just a container for the materials inside.

APPROACH & OUTCOME

On the outside cover, full-bleed close-up photography of a Ross Med clinical student engaged in experiential learning immediately captivated the viewer. This imagery was accompanied by the rebranded tagline “Bold path. Proven record.” which succinctly conveyed the universally shared experience of Ross Med students and alumni, as revealed by brand research findings. A capacity spine was incorporated into the structure to account for the inclusion of the prospective student viewbook, mitigating the risk of unsightly cracking that could result from an overstuffed folder.

The interior incorporated informative and engaging visuals. On the left, an image of a Ross Med graduate standing proudly and confidently. Infographics were incorporated into a custom vertical die-cut pocket to ensure key points of differentiation were front and center for the viewer. The right portion of the folder included the tagline, with the bottom pocket featuring business card slits and the Ross Med logo. Including key content on the pockets ensured consistent message delivery regardless of the materials contained within.

The fully reimagined presentation folder complemented all other print materials while supporting the value propositions that positioned Ross Med as an institution of choice. In concert with all other online and offline tactics in Ross Med’s integrated marketing communications plan, the presentation folder functioned as part of an in-person admissions event system that contributed to a lift in brand tracker awareness and preference metrics, reduced market confusion, improved lead quality, and consistent year-over-year growth in prospective student inquiries.

MY ROLE

Creative Direction & Messaging Strategy

KNOWLEDGE, SKILLS & TOOLS

• Strategy: Audience Insights | Brand Messaging | Brand Stewardship | Content Marketing | Customer-Centric Mindset | Data-Driven Decision Making | Higher Education Marketing | Stakeholder Management | Visual Information Design
• Creative & Production: Budget Management | 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 Word