Ross University School of Veterinary Medicine Folder

[ about ]

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. 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

The entirety of the outside cover—front and back—featured a full-bleed textured background designed to mimic the textured viewbook cover. Graphic elements adorning the minimalist design of the folder echoed those found on accompanying print materials. 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 featured a subdued photograph of the Ross Vet campus situated on the coastline in St. Kitts. The left and right pockets incorporated core brand messages, including key competitive differentiators such as AVMA accreditation, an accelerated curriculum with flexible start dates, 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. 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 Vet as an institution of choice. In concert with all other online and offline tactics in Ross Vet’s integrated marketing communications plan, the presentation folder functioned as part of an in-person admissions event system that contributed to a 43% year-over-year increase in applications for veterinary school enrollment.

MY ROLE

Creative Direction & Messaging Strategy

KNOWLEDGE, SKILLS & TOOLS

• Strategy: Audience Insights | Brand Messaging | Brand Stewardship | Brand Storytelling | Content Marketing | Customer-Centric Mindset | Data-Driven Decision Making | Higher Education Marketing | Stakeholder Management
• 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