Creative Company, a strategic marketing and branding firm, recently completed a new student recruitment suite of publications for Linfield College, a small liberal arts college located in McMinnville, Oregon.
Series of web-printed magazines. From left: visit planner, transfer guide, junior viewbook, faculty guide, and transfer viewbook.
Online PR News – 28-November-2012 – McMinnville, OR – Creative Company, a strategic marketing and branding firm, recently completed a new student recruitment suite of publications for Linfield College, a small liberal arts college located in McMinnville, Oregon. The suite emphasizes the “Big Six,” the six factors that distinguish the college, and is targeted to freshmen entering college in 2013 and 2014.
Creative Company planned, wrote, designed, produced and delivered a refreshed brand in a mixture of formats for the student recruitment suite. The publications include:
> An oversized senior viewbook with a fold-out cover
> A series of six magazines for a faculty guide, transfer viewbook, junior viewbook, visit planner, campus visit guide and transfer guide
> Two teaser roll-fold mailers to build on the Big Six context
> Two sets of introductory postcards
> A three-panel, introductory piece for college fairs
> A mailer targeted to California students
> Posters for high school visits and transfer students
Creative Company worked with the admissions team to identify the goals for the suite; then develop content and identify faculty, alumni and programs to feature. Through careful planning, the firm chose printing formats that made the most of a fixed budget while building the Linfield story with magazines instead of traditional brochures.
“While we can’t determine the success of the suite until later in the year, initial feedback from students and parents has been strong,” said Linfield Senior Associate Director of Admission, Kristie Rickerd. “A few have mentioned that Linfield’s was the only senior viewbook they actually read cover to cover.”
The publications focus on communicating Linfield’s unique values, distilled into six key messages called the “Big Six.” Shown in an infographic, these essential characteristics were featured throughout the suite. Because students are more likely to scan rather than read, important statistics were turned into graphic elements, while strong photos tell Linfield’s story at a glance.
“We had an opportunity to refresh the new brand, expand the color palette and create a bolder presentation,” said Creative Company President Jennifer Larsen Morrow. “The team delivered on all levels—high impact design, engaging content and a series of publications that will grab attention in cluttered mailboxes. We’re looking forward to increased response.”
Creative Company previously developed three award-winning suites of recruitment materials for Linfield between 2002 and 2008. In 2009 the college chose another design firm to research, design and implement a new brand identity, which was introduced in 2010. When evaluating their admission publications program in 2011, the admission staff chose Creative Company again to expand on the new brand and create a refreshed, bolder recruitment suite.
About Creative Company
For more than 30 years, Creative Company has been providing brand strategy, development, management and optimization for clients in a wide range of industries.