2017 On-Campus Printed Poster Awareness Marketing
▲ POSTER
▲ POSTERS
[ details ]
Organization
Ross University School of Veterinary Medicine
Project
2017 On-Campus Printed Poster Awareness Marketing
Role
Creative Direction, Messaging, Project Lead
Tools & Technology
Adobe Acrobat Pro | Adobe InDesign | Microsoft Excel | Microsoft Word
Skills & Knowledge
Audience Insights | Brand Messaging | Brand Stewardship | Budget Management | Consumer Behavior Analysis | Creative Development | Creative Services Management | Creative Team Leadership | Customer-Centric Mindset | Data-Driven Decision Making | Higher Education Marketing | Marketing Strategy | Photo Shoots | Stakeholder Management | Vendor Management
Additional Credits
- Chad Hornyak: Graphic design lead
- Kristine Lester: Project management
- Howard Design Group: Agency of record howarddesign.com
- Zachary Kaufman: Professional photography zkaufman.com
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INTRO & GOAL
Ross University School of Veterinary Medicine’s comprehensive repositioning and rebranding prompted a strategic review of marketing tactics and a complete overhaul of all online and offline promotional materials.
STRATEGY & PROCESS
Awareness posters displayed near counseling offices where undergraduate students would seek guidance were surprisingly effective when used in conjunction with email and paid search advertising targeting prospective students and undergraduate counselors. Regarding messaging to lean into, promoting a pathway program from bachelor’s degree directly to DVM enrollment through negotiated articulation agreements with feeder colleges and universities was effective.
SOLUTION & OUTCOME
Revamped awareness posters showcased the feeder school-specific BA/BS+DVM articulation agreements Ross University School of Veterinary Medicine negotiated with colleges and universities across the US and Canada. Articulation agreements were compelling to prospective students because 1) they serve as a perceived endorsement by their college or university in favor of Ross University School of Veterinary Medicine, and 2) articulation agreements eliminate the stress of applying to a DVM program, provided one meets the stated criteria for acceptance. In concert with all other online and offline tactics in Ross Vet’s marketing plan, this tactic contributed to consistent, year-over-year growth in prospective student inquiries and a concurrent increase in perception and reputation metrics.