What I love most about the creative process for developing marketing materials is being able to collaborate with stakeholders and designers, and researching our audiences and best practices. By working together, we can create a finished product that’s visually stimulating, engaging to read, and meets all of the communications and marketing goals for our audiences. Below you will find samples of marketing collateral for faculty scholarship, JD recruitment, advancement campaigns, student scholarship recipients, and the college’s magazine.
Click the thumbnails to view the materials.
PROSPECTIVE STUDENTS | JD RECRUITMENT BROCHURES
For the Moritz College of Law, I implemented a complete redesign of their print materials. The recruitment materials had not been updated in several years. The redesign of the print materials is part of a much larger plan to elevate their marketing strategies. I began by conducting focus groups, gathering data (qualitative and quantitative) from newly admitted students, reviewing market research for Generation Z and their parents, and listening to the needs of stakeholders.
The final product resulted in a family of marketing materials that met the informational needs of our audiences but, meshed with all the things our prospective students valued: vibrant colors, bold images, aspirational messaging, and diversity. I used the viewbook to introduce a fresh marketing campaign for our JD programs, Create The Journey You Won’t Outgrow, to evoke feelings of individuality and optimism while tapping into the elasticity of a law degree. The materials were segmented to match the content needs of prospective and newly admitted students during various phases of the recruitment cycle.
PROSPECTIVE DONORS AND STUDENTS | The Gifts that Uplift
When you make a gift to an institution you change lives. The power of giving creates access, brings students closer to their dreams, and allows higher education to thrive. We need donors as much as we need students, faculty, and staff. We must celebrate donors and gift recipients. The Scholarship Annual Report allows our students to share their vision and for donors to see the real-world impact of their generosity. For the 2018 edition, I executed a new creative strategy and chose the title, The Gifts That Uplift. It was a piece that served three purposes: marketing a select number of scholarships that could benefit from an increase of donors and applicants; showing the value of giving by profiling the scholarship recipients and letting the students discuss the real-life impact of giving, and inspiring new donors to join our giving community. Because the brochure is also shared with prospective students, I wanted the campaign to reflect how law school can shape and transform identities and self-perception. After conducting seven focus groups with students and young alumni, I learned that they look back at law school as one of the most challenging moments in their lives. Being able to survive, thrive and complete the journey, made them feel like superheroes. So, I opted to portray our scholarship recipients as “future superheroes in suits” and assigned them titles as “The Visionary” and “The Maximizer” to highlight their unique story and the role giving plays.
FACULTY, DONORS, AND STUDENTS | Chairs and Professorship Annual Report
It’s paramount for higher education marketers and communicators to celebrate and promote faculty scholarship. The Chairs and Professorship Annual Report highlights the transformational research being done by our endowed chairs and professors and provides a glimpse into the critical contributions our tenure-track faculty are making to the field of law. In addition, we provide an opportunity for our faculty to discuss their love of teaching. The brochure was designed to be marketed to a variety of audiences from prospective students to donors, prospective donors, alumni, and the university community.
COLLEGE AND UNIVERSITY COMMUNITY | All Rise Magazine (2019)
In 2018, I began a complete rebranding of the college’s magazine, All Rise. The last redesign took place in 2007 and the college was due for a fresh look with an improved content strategy and marketing strategy. I shortened the magazine from 110 pages to 65 to reduce the cost of printing and to deliver a more concise finished product. In addition, we featured more stories that included perspectives from an alumnus, student, and faculty member to illustrate how everything that happens at the college impacts all audiences. The magazine included advertisements for giving campaigns and scholarship recipients expressing their gratitude to donors. I was most proud of the new additions to shine more light on our faculty such as Meet the New Faculty (pages 6-8), Faculty Focus (pages 16-19), and Faculty Promotions (page 9) where we highlight their scholarship. Lastly, to create more room in our project calendar for college projects, I moved the production from once a quarter to once a year.
DONORS | Drinko Hall Renovation Campaign
The Moritz College of Law is currently working to renovate its internal spaces. From the classrooms to the administrative offices to the lecture halls, the college is seeking to make a full visual upgrade. I worked with our stakeholders to create a name for the campaign and to develop marketing materials. The campaign, Reimagining Drinko Hall, included a letter from the dean, a brochure explaining the renovation, ads in our magazines, and a few presentation slides to run before major events in the auditorium.
LEGISLATURES | Legislative Day
For the 2016 College of Veterinary Medicine Legislative Day, I created an infographic specifically for legislatures and aids to illustrate the college’s impact on the Ohio economy and to highlight the importance of the Veterinary Medical Center. The goal was to market the impact of the college’s veterinary efforts to legislatures and highlight areas of concern. Marketing collateral like this is helpful to the legislature because it provides easily digestible information that educates and identifies key areas that need support in the state budget.