Linfield College had not used an outside creative firm before Creative Company was engaged in 2001. After initial brand guidelines established consistent brand elements, three comprehensive two-year recruitment suites were developed.
High school students and their parents, high school counselors and other referral sources.
Establish consistent brand elements including fonts, a color palette and a consistent identity to create a bold, noticeable look to engage both students and parents. Ensure Linfield is no longer a “best kept secret” by telling Linfield’s story and focusing on remarkable aspects of the small college — campus, faculty quality, collaborative community, experiential learning, alumni and outcomes.
Create a brand promise that distills the Linfield experience. Grab attention in the mail. Plan formats and printing to get the most from the available budget. Boost enrollment by generating more response to all communications.
A brand promise, “Accomplished. Capable. Balanced.” established the tone and direction. The bright color palette, bold layouts and playful copy created immediate response. Photos were chosen to demonstrate the collaborative nature of the community. Innovative formats and page layouts with multiple levels of information allowed for reading at-a-glance and quick recognition of factoids, testimonials and accolades that support and build the Linfield story.
Consistent graphic elements unified the overall look across multiple pieces within tracks targeted to sophomores, juniors or seniors in high school. Noticeable calls to action drove response to the web, to email or to the phone. Creative print management combined multiple pieces in one press run or used web-printing to reduce production costs.
After each suite, feedback from students and admission counselors guided development of the next suite, addressing concerns or enhancing areas that resonated with students.
Sixty percent increase in inquiries, a 25% increase in applications and a higher student profile. Industry accolades and positive peer comments. Numerous compliments from students and parents. A Creative Company/Linfield joint presentation at a national college conference.
Creative Company earned 25 industry and international awards.
Working with Creative Company incorporates both the strategic leadership and energy I enjoy when planning our marketing efforts and publications. Each and every meeting is productive and fun; I always look forward to where our conversations will take us. With the help of Creative Company, we have not only improved the look and quality of our publications, but prospective students are reading and responding to our messages more. On top of all that, we are gaining regional and national recognition with our publications and print advertisements!
—Lisa Knodle-Bragiel, Director of Admission, Linfield College