THE BRAND
The School of Public Affairs (SPA) at Baruch College was enjoying significant momentum around its programs as a result of recent high ranking in
US News & World Report, a number of alumni in key government and leadership positions, and their standing as the fourth largest school for public affairs in the country. With this success story in hand, SPA was looking for a marketing partner with the passion and interest to work with them during this exciting step in their growth. After an extensive review, we were selected to be their brand steward moving forward.
Our mission: to develop a refreshed brand positioning across several key channels, including: a viewbook, enrollment advertising, and digital communication templates.
THE TARGETS
• National audience of students exploring the best post-graduate opportunities in public affairs.
• Professionals interested in a post graduate degree in public affairs, while continuing to hold full time jobs.
THE APPROACH
SPA has educated some of the most influential leaders in government, social services, education, and public health. Their educators are academic-practitioners who bring the real world into the classroom. And their existing student body is the most diverse in the country.
The power of SPA lies with its people—the face of the brand. So we created an approach that taps into a most resonant target desire by asking,
“How will you impact the world?”
THE SOLUTION
The campaign kicked off with event signage and an ad in Newsweek and continued with targeted placements in digital, collateral, and premium items.
Executions featured their formidable students, alum, and faculty to distinguish this brand from competitive programs. To break with the convention and monotony of the traditional enrollment marketing brochure, the key admissions viewbook was designed with a tabloid newspaper size and paper. Like a tabloid, it folds into in ipad case size. throughout the piece, we featured in-depth profiles of 3-4 graduates. This included over-sized portraits with editorial headlines and copy peppered with quotations from each person featured.
Undergraduate Admissions Viewbook
