Nazareth College
Challenge
The evolution of Nazareth College’s undergraduate admissions and enrollment strategy has produced strong results — and growing numbers — for the institution. The institution recently underwent a rebranding process that established a new position statement and brand promise, and identified four brand pillars: challenge, innovation, preparation and connection.
Nazareth turned to Zehno to re-develop its admissions communications plan and the necessary tools to make its brand memorable and benefits apparent to potential students and their parents, as well as to use interactive communications more effectively.
Solution
The first wave of the campaign included a three-part search campaign that used a direct mail, e-mail and a web catch page. These materials blend a fresh color palette and story-driven copy to showcase Nazareth’s close-knit community, challenging academic programs and strong culture of service. Our work continued with the redesign of the undergraduate admissions website and creation of a series of “magazettes” that have replaced the typical viewbook and other brochures. Content for each issue is editorially driven, with strong tie-ins to the web, including social media such as Facebook, Flickr and YouTube.
Results
The new campaign design — both strategically and visually — integrates interactive communications in the ways that today’s prospects expect. The tools have been met with positive feedback, and the search campaign earned a silver award from UCDA. We will be watching with Nazareth to see how this year’s class develops.
We’re doing a much better job of combining print and electronic communications ... and directing the prospective students to the web.
Tom DaRinVice President of Enrollment Management
