2. Philosophy
At eight + 1 our
number one goal
is to bring a new
energy to the brands
we represent. Using
both strategic and
creative means, we
use our passion to
bring your brand to
life. Our integrated
approach to the
communications
world stresses
collaboration and
innovation to surpass
all expectations.
3. Betsy Berens
Group Account Director
Jordan Rossman
Assistant Account Director
Alex Reed
Creative Art Director
Josiah Savary
Creative Copy Writer
Jennifer Kettering
Production
Maggie Bojda
Production
Lauren Piscione
Production
Tanya Adams
Digital
Rachel Holzman
Digital
4. Table of Contents
Situation Analysis
SWOT
The Big Idea
Print
Banner
Outdoor
Radio
Web Video
Social Media
Web Critique
5. Edgewood College, rooted in the Dominican tradition,
engages students within a community of learners
committed to enhancing their personal and professional
lives.
Despite their strong mission, the college faces a
competitive market and in order to maintain and increase
enrollment, needs to recommunicate its core values in a
fresh and effective manner.
6. Situation
Analysis
•
History:
Since 1927, Edgewood students have enjoyed a comfortable and friendly campus in Madison,
Wisconsin. As a Catholic college rooted in the Dominican tradition, Edgewood College teaches its
students to pursue a just and compassionate world. Edgewood College continues to introduce new
academic programs that help returning adult and graduate students prepare for an increasingly
competitive world. The Deming Way Campus serves as the hub for these graduate programs. Here,
adults enjoy programs focused on supporting busy, driven students and helping them advance
their careers.
Market trends:
• Increasingly competitive admission process
• New “chain” graduate programs often promise a fast, cheap and easy degree
• More graduate programs offer offer online classes and degrees
• Increased demand for employees with graduate degrees
• Businesses often offer free or discounted tuition, though many have cut back with
the economic downfall
• Graduates have higher earning potential
Brand analysis:
While many Madison residents recognize Edgewood’s brand, they often mistake it for for the
undergraduate college. Edgewood College Graduate and Professional Studies programs should
embrace the reputable Edgewood brand, but distance itself from the undergraduate image by
emphasizing the dynamic graduate program. Edgewood College Graduate and Professional
Studies programs will benefit from greater overall consistency in messages, a logo that in-
cludes Edgewood College’s current shield, an integrated marketing strategy with consistent
branding throughout and an improved slogan and tagline.
7. Objectives:
• To generate interest among prospective students
• Differentiate the Edgewood experience from other “bottom feeder schools”
• To clearly communicate the Edgewood promise to prospective students
• Position Edgewood as the niche education more focused on the students than competing
schools
Meet the target:
• Age: 25--39
• Lives in Madison area
• Married with children
• Full-time employee, Part-time student
• College educated with 2 yrs professional experience
Our target consumer is a hard working college graduate who likes to
challenge his or her self. He or she is a multi-tasker who leads a busy
household, is involved in the Madison community and likes to stay
connected to the community and local industries. Our target con-
sumer believes continuing his or her education will help reach high
career goals and is willing to pay a price for this education.
The competition:
University of Wisconsin-Madison
• Graduate programs are competitive
• Well established University reputation
• Graduate programs are not as accomodating for working adults
• Larger, less personal classes
“Bottom Feeder” Schools
• Convenient classes, mostly online
• Expansive advertising budget
• Fast, cheap and easy degree options
• Impersonal classes, no “base” campus
Moving forward...
8. SWOT analysis
Strengths
• Local awareness of a well-estab-
lished institution
• Certain graduate programs are of-
fered nowhere else
• Strong partnerships with local
prominent businesses
• Small class sizes and a practical
learning environment
• Faculty and students have current
Weaknesses
• High cost
• A lack of awareness of Edgewood
graduate programs
• Programs are not cheap, fast, or
easy
• Inconsistent website and online
presence
Opportunities
• New advertising mediums will
increase Edgewood Graduate
Program’s overall awareness and
reputation
• Edgewood College can improve
corporate partnership program by
increasing partnerships
• Edgewood College can differenti-
ate itself from the competition as a
community-based graduate school
option
• Edgewood can increase their online
presence and embrace new media
Threats
• Madison’s graduate program mar-
ket is growing increasingly clut-
tered
• Losing Edgewood’s differentiat-
ing factors by moving to an online
space
• Edgewood College will look like a
stereotypical graduate school
9. The big idea:
Slogan: An education to advance you
A community to inspire you
The
Big Idea
The logo:
The new logo incorporates the Edgewood
shield, effectively communicating the
graduate school’s association with the
well-established Edgewood College brand.
The simple Edgewood red ribbon beneath
the shield brings the logo together and
distinguishes it from the undergraduate
programs. The logo is a compact size and
shape. It can be easily placed throughout
advertisements and the copy in the ribbon
can be changed to reflect the program.
10. Strategy
Branding:
• Create a recognizable and celebrated brand
• Increase the brand’s reach using an integrative campaign strategy
• Move beyond the “stereotypical” campaign to differentiate Edgewood College
• Maintain consistency throughout the campaign and website
Targeting:
• Communicate the balance of community and education
• Convince the target that Edgewood’s programs will build their potential
• Educate prospective students about why they need Edgewood
• Mobilize corporations to move forward and encourage
Creative directives
Our advertisements inspire prospective students to not only consider Edgewood
College as an option, but follow the “call to action” set up in each advertisements.
All of the advertisements provide a contact and encourage consumers to call for
more information.
Tone:
The branding throughout the campaign is serious, but stands out in a cluttered
market. We maintain consistency with images, fonts, colors and spatial use
throughout the advertisements, and incorporate similar imagery throughout all
mediums.
Colors:
We utilize the Edgewood College colors throughout the advertisement to create a
solid brand association.
12. Creative Brief:
Objective: To cut through the clutter of university advertisements and uniquely position
Edgewood’s brand against the competition.
Audience: Local print media subscribers who are already employed, but looking to advance
their career.
The hook: The graduate assembled from items relevant to the career path.
Simply said: Edgewood Graduate Programs let you build your potential.
Practical considerations: This concept can be reformatted for each program at Edgewood
College. It can also be integrated into other advertising formats, such as post cards, posters,
online imagery, etc. These ads would run prior to each term.
Reasoning:
Our print ads have stopping power. Each ad features a striking figure built with various objects
relating to a particular Edgewood graduate program. The figure grabs the reader’s attention
and encourages a further read with handwritten messages stemming from the body and the
headline, “Build Your Potential.” This choice in copy and font style emphasizes the personal
experience Edgewood College values. Because choosing a university is a high involvement
decision, the print ads also offer greater detail about the specific programs in a bold,
Edgewood-red column on the right side of the ad. Most importantly, there is a call to action in
every ad with a contact email and phone number.
13. Priceless Experience
An Education
On My Watch
Flexible schedules and
accessible faculty make
Edgewood worth my time
Modern
Opporunities
My instructors and
classmates have professional
real-world experience to
rejuvinate my career
My 10-day trip to China gave
me invaluable global experience
Graduate Business Programs
at Edgewood College are grounded
in at Edgewood College, are grounded
in the Dominican values of compassion,
truth, partnership, justice and community.
Our Graduate Business Programs
engage students within a professional
learning community while taking steps to
advance careers.
• Small classes allow individualized instruction
• Networks provide access to local firms
MS in Accountacy
• Dual degrees set graduates apart
• Clinical and business skills open doors
MBA and MSN
• Two degrees add value in the workforce
• Dual degrees set graduates apart
MBA and MSA
• Class times fit around your schedule
• Faculty and classmates rejuvenate your career
Evening Master’s of
Business Administration
Graduate Business Program BUILD YOUR
POTENTIAL
Certificates available: Accounting, Applied
Finance, Management or Marketing
Upgrade management and leadership skills
without committing to a full graduate program
Graduate Certificates
•
•
“An education to advance you,
a community to inspire you”For more information, visit www.edgewood.edu
Contact Us
608-663-3297
gps@edgewood.edu.
14. Graduate Nursing Program BUILD YOUR
POTENTIAL
Graduate Nursing Programs at
Edgewood College are grounded in the
Dominican values of compassion, truth,
partnership, justice and community. Our
Graduate Nursing Programs engage
students within a unique community of
learners committed to building a just and
compassionate world.
Two degrees add value in the workforce
Management and nursing skills advance
graduates
•
•
Become a high level nurse leader
Small classes allow individual instruction
•
•
Accelerated 1 year programs available
Online coursework to accommodates
professional schedules
•
•
MS in Nursing
MBA and MSA
Post-Master’s
Graduate Certificates
“An education to advance you,
a community to inspire you”
Contact Us
608-663-3297
gps@edgewood.edu.
Late night shiftsno moreI practiced in the office byday and advanced myknowledge by night
Hands on
Experience
Call me the new director of
impatient services!
Secured my
Leadership Rols
Now I have the skills to lead
my hospital
For more information, visit www.edgewood.edu
15. Dual Language Immersion
Institution Certification
Hands-on Learning
Team-based learning mirrors
my real classroom work
Guiding Learners
to Their FutureHere’s some text describing
what the header is talking
about in further detail.
Now I can teach in bilingual classrooms
Graduate Education Program BUILD YOUR
POTENTIAL
Graduate Education Programs
at Edgewood College are grounded
in the Dominican values of compas-
sion, truth, partnership, justice and
community. Our Graduate Education
Programs engage students within a
unique community of learners and
teachers committed to building a just
and compassionate world.
• Over six concentrations
• New knowledge and skills expand expertise
Traditional and online learning modules
Curriculum aligns with professional
experiences
•
•
Accelerated 1 year programs available
Online coursework accommodates
professional schedules
•
•
License Completion Programs
Certificate and Professional
Development Programs
Master of Arts in Education
“An education to advance you,
a community to inspire you”
For more information, visit www.edgewood.edu
Contact Us
608-663-3297
gps@edgewood.edu.
16. Priceless Experience
An Education
On My Watch
Flexible schedules and
accessible faculty make
Edgewood worth my time
Modern
Opporunities
My instructors and
classmates have professional
real-world experience to
rejuvinate my career
My classroom experiences made
me a marketable and sought-after
graduate
• Focus on problem solving develops leadership skills
• Management skills enrich professional advancement
BS — Organizational
Behavior and Leadership
Adult Accelerated Programs at
Edgewood College are grounded in the
Dominican values of compassion, truth,
partnership, justice and community. Our
Adult Accelerated Programs engage
students within a unique community of
learners and teachers committed to
building a just and compassionate
world. We will provide you with a
custom degree completion plan to fit
your coursework into your busy
schedule. You’ll finish fast and earn a
degree you can be proud of.
• Computing skills and application set graduates apart
• In-demand degree adds value in workforce
• Hands-on instruction gives graduates the skills to succeed
• A reputable degree increases graduates’ marketability
BS — Nursing
• Small classes allow individualized instruction
• Skills increase your marketability and potential
Bachelor of
Business Administration
BS — Computing
Information Systems
Adult Accelerated Programs BUILD YOUR
POTENTIAL
“An education to advance you,
a community to inspire you”For more information, visit www.edgewood.edu
Contact Us
608-663-3297
gps@edgewood.edu.
18. Creative Brief:
Objective: To grab attention in the online space and cut through the clutter of university
advertisements and uniquely position Edgewood’s brand against the competition.
Audience: Internet users who are already employed, but are looking to advance their career.
They are already online and interested in pursuing a new challenge.
The hook: The rich media banner features the graduate being assembled from items relevant
to the career path. A viewer would click to learn more and it is efficient because they are
immediately sent to the Website rather than having to search out the information on their own.
Simply said: Edgewood Graduate Programs let you build your potential.
Practical considerations: This concept integrates the creative print concepts into the
online space. Any ad can be reformatted for each program at Edgewood College, but the
most important part is serving the banner on a site the target would be on. This rich media
will increase click through rates and bring the target right to the important information
about Edgewood. For this to be effective, the landing page needs to be easy to navigate and
informative.
Reasoning:
Our flash ads incorporate the figure from the print ads to attract and intrigue prospective
students. The screen starts with a white background and images fly in to build the figure. The
overall simplicity of the background tied with the fly-in animation sparks brings attention to
the ad without overwhelming the consumer. It has a lot of stopping power and catches the
eyes of an inattentive audience. Clicking on the ad will open the browser to the Edgewood
College Graduate Program landing page, encouraging prospective students to seek out further
information.
19.
20. Web
Critique
The landing page:
The problem:
• The number of links throughout the page distract the viewer
• The information does not clearly set Edgewood College Graduate Programs apart from
the competition
• The page is not interactive; viewers lose interest
The solution:
• Switch to tabbed browsing, use visually appealing tabs
• Make these tabs direct to a general program subpage—mba, nursing, education
• Provide general information about what sets Edgewood College apart from the com-
petition
• Use more persuasive language; arrange information in a way that a consumer would
look for an information—sell the school
• Integrate web video, photos, news, graduate profiles and other interactive media
21. The subpages:
The problem:
• Links are redundant and direct viewers to the same webpage
• Page layouts are inconsistent
• The amount of subpages makes the information seem overwhelming
The solution:
• Subpages should only be linked to one hyperlink or tab
• Create one flexible subpage with the same general information on each page--the content, multime-
dia, etc. can change, but then users can navigate the page more easily
• From the landing page, only link to four subpages--nursing, education, business, and adult acceler-
ated subpages. From here, link to more program-specific pages.
Page consistency:
The problem:
• Every page has different subsection material
• The call to action is not prominently displayed on every page
• There is no social media integration
The solution:
• Every program page and program subpage should contain the same amount and type of information
• There should be a “contact us” and “apply now” button prominently displayed in the same place on
each page.
• Utilize social media buttons to integrate improved social media outlets
22. Social
Media
Creative Brief:
Objective: To expand Edgewood’s community online through the growing social media
platform. It will have the same elements as their campus community, but it will have no limits
to how it can expand.
Audience: Past, current and prospective Edgewood students who reside in the Madison area
and are slowly learning how to engage with others via social media.
Hook: Edgewood College’s use of social media will draw people in by offering them a
community at the tip of their fingers. An online community is accessible whenever and
wherever our target needs them.
Simply said: Edgewood graduate programs let you build your potential.
Practical Considerations: Social media is an ideal space for sharing links, data and
commentary. Through tracking data, companies can find out what people are looking at,
commenting on, and utilizing within their site. Every facet can be analyzed to measure
relevancy to the target audience. Many social media sites offer development tutorials and
instructions for companies to utilize more technical aspects of the pages. There is also a lot of
literature out there to help companies expand their pages into what they need them to be.
Integrating social media in Edgewood’s online experience highlights the concept of “word of
mouth” endorsements. This is possibly the strongest form of marketing available today. Social
media sites keep audiences interested and engaged with a brand/company. Users and share
content and thoughts, or even receive feedback.
Reasoning: Moving Edgewood’s community online allows the college to get their students,
staff and alumni to become more comfortable with interacting online, preparing them for new
online courses. Once Edgewood is comfortable with social media platforms, “applications” can
be created to better integrate and engage the target within the online experience. Edgewood
will benefit from feedback from the target regarding both on and offline experiences.
23. The first steps:
While Edgewood College is currently using social media, we believe that their pages could be more
uniform and more accessible for their students. We recommend Edgewood initially create pages for
the Graduate Program as a whole, separate from the Undergraduate and Accelerated Undergraduate
programs. Program specific tabs can be added under the larger Graduate Program umbrella. We
believe this will increase followers and keep the sites more consistent.
After the pages are created, Edgewood should place direct links at the top of their website landing
page. They should be prominent and easy for their students to find. These social networks will offer
additional information and resources for the students. It is an opportunity for Edgewood College to
expand their community online.
Within each social media site Edgewood should link to their other social media pages. For example,
on the Edgewood GPS Facebook page, Edgewood should create links to their Twitter, LinkedIn and
YouTube pages. These pages should all be uniform in terms of content and color schemes in order to
create unity and be easily recognizable to followers and students.
24. Overview: As stated above, Edgewood needs a Graduate Program Facebook page separate
from their Undergraduate and Accelerated Undergraduate pages. Combining the different
Graduate programs onto one page with different tabs dividing each specific program will
provide easier access and more uniformity. The page will be branded with Edgewood’s school
colors, iconic logo and content specific to the Graduate and Professional Studies division.
For Starters: When initiating the new GPS page, be sure to send out a message to current
followers so they know Edgewood is switching to a new profile (include link to new page).
Info Tab:
• Provide overall description of Edgewood’s GPS division. This will be the same description
across all social networks:
- “The graduate programs offered by Edgewood College in Madison,
Wisconsin, are grounded in the Dominican values of compassion, truth,
partnership, justice and community. Our mission is to engage students within a
unique community of learners committed to building a just and compassionate
world. If that’s the kind of unique experience you’re searching for as a graduate
student, take the first step and contact us to arrange a personal appointment with
a professional advisor.”
- List links for all other social media outlets: Twitter, YouTube, LinkedIn
Graduate Program Tabs:
• Provide one tab for each available degree:
- Business
- Nursing
- Marriage Family Therapy
- Religious Studies
- Sustainability
- Education
Facebook
25. • Provide basic information about each program
- Include an “How to Enroll” button with a link directly to Edgewood’s website
• Highlight some of the things that set Edgewood’s degree apart from others
- For more information users must provide their e-mail addresses. This will give
Edgewood an easy way to contact potential students after they have started exploring
the site. By tracking the links, Edgewood will even be able to tell what programs are
gaining the most attention and what programs need more exposure.
Get To Know Your Community Tab:
• This tab will serve as a “yearbook” for current and potential students
• Highlight one Alumni per week by offering a short biography
- Where are they from?
- What is their job?
- What do they do in the Madison community?
- What are their other interests?
The Wall:
• Posts current updates often
- These posts can relate to fun or exciting happenings on the Graduate campus, to
Edgewood College as a whole
- Ensure they are up-to-date and significant to your students
• Postings should also link to Edgewood’s Twitter account to make posting easier and more
timely
• Be sure to maintain conversations with the students
- Ask questions to keep them engaged with Edgewood
- Answer questions and respond to comments publicly
- Be open and honest
- Let users know that Edgewood is listening
- If responses are too long/detailed to be answered on The Wall, respond by asking
them to send a Direct Message so you can better serve their needs.
Further Development:
• “Friend” / “Like” corporations that have students at Edgewood College in order to form
better relationships with partners and stay up-to-date on what alumni are doing
• Encourage followers to start online cohorts with classmates so they can ”Build Their
Potential” together
26. Twitter
Overview: Similar to Facebook, Edgewood should create a new Twitter page specifically for
the Graduate and Professional Studies program. The username should reflect what the account
is primarily going to tweet about. We recommend “EdgewoodGrad” in order to encompass all
of the programs. The Twitter account wil include information regarding all graduate programs
and be branded Edgewood with the school colors and logo. Different lists will be created for
each of the specific programs. This will help potential students see their fellow classmates and
staff.
Followers will be alerted of upcoming events, speakers, class information, etc. Twitter will
also allow Edgewood to have real-time conversations with their students and will form a more
interactive sense of community.
For Starters:
• Create page and name it “EdgewoodGrad”
• Provide links to Edgewood’s website and Facebook page in “About Me” descriptions
• Direct previous followers of other accounts, such as the MBA Twitter page, to the new page
via Direct Message
Follow Me:
• Make sure staff are using Twitter as an extended conversation forum for students
Encourage them to give out their usernames on the first day of class
• The accounts should be used for class updates and general “major specific” announcements
Students should use accounts to stay connected to their community outside of the classroom.
- This will also be beneficial as Edgewood moves classes online.
- Followers will become more comfortable with the idea of an “online community” the
more they are able to engage with each other
• Follow partners in order to recruit new students
Companies will be able to give further recommendations based off of Edgewood’s Twitter use
Phil the Candy Man:
• Make a separate Twitter account for the front desk receptionist
- This account can be used for more lighthearted messages
- The candy man will add a hint of whimsy to Edgewood’s family, letting students know
they can feel comfortable on campus and with the faculty.
EdgewoodPhil
@EdgewoodGrad the candy basket is full at Deming Way! Come get it!
#happymonday
27. Lists:
• Group followers by each major Degree/Cohort
• Make sure staff is included in each respective list
Hashtag:
• Mass tweets in order to provide more detailed information as pertaining to each of the
Graduate Programs:
#Business
#Nursing
#MrgFamThrpy
#RelStudies
#Sustainability
#Education
Mentions: If one of your Followers mentions you (identified by “@”), be sure to tweet
back. This will keep followers in a constant conversation with Edgewood. “Mentioning”
others will keep followers engaged with the brand. If Edgewood’s response is more than
140 characters, tell the inquirer to send a Direct Message to Edgewood with their contact
information so they can provide all the necessary information.
Further Development:
• Update Daily
• Get students engaged with the campus
• Campus Information such as closings or building projects
Ex: “Campus will be closed Friday for holiday observances.”
Ex: “Welcome our newest Master of Arts cohort this evening at 6 p.m. in the main lounge!”
• Program specific information (new sessions, enrollments)
Ex: “New Master of Science cohort enrollment starts Friday!”
Ex: “@DeanNoreull any new tips for our new education students?”
• Staff/alumni (awards, promotions)
Ex: “Congrats to Prof. Moffatt on 17 years of service!”
Ex: “Happy Birthday to Professor Preizler!”
EdgewoodGrad
EdgewoodGrad
Campus will be closed Friday for holiday observances. Enjoy some time off!
New Master of Science cohort enrollment starts Friday! @DeanNoreull any tips for
new students? #Sustainability
28. Overview: Continuing with YouTube, we recommend that Edgewood College create a
separate account for the Graduate and Professional Studies program. The separate URL
will better focus on our target market. You can include links to other pages, but post
videos that are more relevant to the Graduate students. This page will be an area for
potential students to see what the Deming Way campus is all about, what programs are
going to cover, and what current students are doing with their degrees.
Profile:
• Provide overview of Edgewood College Graduate program
• “The graduate programs offered by Edgewood College in Madison, Wisconsin, are
grounded in the Dominican values of compassion, truth, partnership, justice and
community. Our mission is to engage students within a unique community of learners
committed to building a just and compassionate world. If that’s the kind of unique
experience you’re searching for as a graduate student, take the first step and contact us to
arrange a personal appointment with a professional advisor.”
• Contact the School of Graduate and Professional Studies for additional information:
(800) 444-4861 ext. 3297
• Website link: http://www.edgewood.edu/prospective/graduate/default.aspx
• Links to GPS Facebook and Twitter accounts
Promotional Videos:
• Include all videos that are posted on the Edgewood College website
• This is an ideal way to direct traffic back to the GPS program information
• As you develop the GPS YouTube channel, be sure to add content frequently!
• Some video topics we recommend:
- Tours of campus
- MBA Speaker Series
- Testimonials (will mirror Facebook’s “Get to Know Your Community”)
- Staff - What programs they teach, What is their experience in the field, Why do
they prefer Edgewood College?
- Student - A Day in the Life,” What their first day of class was like, What the
student diversity is in the classroom
- Alumni - Why they chose Edgewood, What they are doing with their degree
• Be sure to enable comments so perspective students have the opportunity to ask
questions and get feedback from an Edgewood representative
YouTube
29. Further development:
• In order to emphasize the community aspect of Edgewood College’s YouTube channel,
we recommend that you friend influencers that also have YouTube channels
• These could include, but are not limited to:
- Professional partners
- Staff [at both the Graduate and Undergraduate campuses]
- Students
30. Overview: LinkedIn is the perfect spot for Edgewood College to expand their community and
professional network. With the Graduate programs, the students are already working in their respective
industries and they are always looking to make new connections. We recommend that Edgewood have
two separate Company pages: one for Undergraduate students and Graduate programs. These students
will then be able to come together in the Edgewood College alumni group.
Student Benefits:
• Opportunities to Link with other students in their programs
• Encourage a Link to staff for additional resources and career advice
• Potential to Link with future employees, partners and alumni
Alumni Benefits:
• Opportunities to find potential employees
• Potential to Link with other industry professionals for up-to-date developments
Alumni Group content
• Discussions including news from campus, industry news [from their respective Masters
programs], alumni achievements
• Job postings:
- Alumni can post openings they know of in their company
- Students can ask if anyone knows of potential positions
- Students can seek advice about life after graduation, moving to a new area or
starting/changing careers
Further Development: In order to emphasize the community aspect of Edgewood College’s
LinkedIn network, we recommend that you strongly encourage your students and staff to create
and use their own LinkedIn profiles. These will allow students to connect with new parts of a
community that they already belong to.
LinkedIn
31. In order for Edgewood College to fully embrace their online community as much as their face-to-
face community, they must utilize social networking. It is important to start this journey with a
goal in mind. What do you want each individual site to be used for? What information do you
want your followers/friends to obtain from the site? What image do you want to convey?
As with any new endeavor, you need to find what works best for you and embrace it. Within a
few months you will be able to tell what avenues have the most traction and what ones need more
work. Use what works and either change or drop what does not.
It is easiest to start with one network and master it before moving on to another. We recommend
starting with Facebook because it will allow you to report the most information without seeming
too overwhelming.
The information you obtain from your followers/friends will be very valuable. Crowd source!
People will tell you what they want Edgewood to do for them. Listening is a very valuable skill. Ask
questions, answer questions and report accomplishments within the community. People want to
know what is going on within their community.
Takeaways:
Yet, while it is important to expand Edgewood’s community, we do not
want to forget those that have been so faithful to the brand in the past.
Make sure to tell current friends/family about Edgewood’s move into so-
cial media. E-mail blasts can be effective in getting people to join Edge-
wood’s online community. They are easy to forward on to others who
might be interested in learning more about the Graduate and Professional
Studies programs. Be sure to make them creative! Do not only use text,
but include pictures and colors. Get the readers excited to see what else
Edgewood College has to offer.
33. Objective: Promote Edgewood College’s School of Graduate Professional
Studies and inform the target audience about the various graduate degree and
certification programs offered. The videos specifically strive to illustrate the
unique position Edgewood holds in graduate education.
Creative Brief:
Audience: Prospective students looking to learn more about the experience and opportunities
Edgewood has to offer.
The hook: Each video showcases different imagery and dives deeper in how the Edgewood
experience is different from the competition.
Simply said: “An education to advance you, a community to inspire you. Edgewood.”
Practical considerations: Each video is envisioned for use on the web and although distinct
in design, structure, and content, the slogan “An education to advance you, a community to
inspire you. Edgewood,” is consistent.
The Edgewood Graduate School MBA video focuses on the various concentrations available
within the program. It emphasizes the career benefits of earning an MBA as well as the value,
convenience, and high quality education available at Edgewood.
The Edgewood Graduate Directory serves as a navigational video. Upbeat music, creative
design and expressive images will promote Edgewood College, provide information and create
strong brand recognition.
The MBA International Experience is a promotional video highlighting the unique educational
opportunities available to Edgewood Graduate MBA students by mixing photographs of the
trip to China with student testimonials about their experience.
Reasoning: Web videos will help Edgewood stand out amongst its competitors through
the promotion and recognition of the Edgewood College brand. Web Video is not only an
inexpensive medium, but also a high impact way to inform and engage the audience. Besides
the videos described above, it would be beneficial to consider production of additional videos.
1. The Edgewood Graduate School MBA program video could be easily expanded to include all
of the graduate programs by swapping out program specific video clips.
2. A Web video explaining the convenience and ease of use of Edgewood’s online C-Tell
and Dual Language Immersion Institutional Certificate Programs would serve to promote
Edgewood’s online class offerings. Video could include a demonstration of the online
programs.
3. Testimonial Videos could be produced to highlight Edgewood’s professors and students
and their experiences at Edgewood. Such videos would provide a unique perspective to the
benefits of an Edgewood Graduate or Adult Accelerated degree.
34. www.edgewood.edu
VO: Grounded in the Dominican values of com-
passion, truth, partnership, justice, and commu-
nity, Edgewood College Graduate Programs seek
to engage students within a unique community of
learners committed to building a just and compas-
sionate world.”
VO: Visit our website to learn more about other
masters and certificate programs offered at Edge-
wood.
Edgewood College Graduate Programs. An edu-
cation to advance you, a community to inspire
you.
VO: At Edgewood you’ll always find small class
sizes, a supportive community, and flexibility
to help you meet your personal and educational
goals.
VO: Edgewood’s evening MBA program can
help you advance your education with classes that
accommodate your busy schedule.
Taught by “doctoral-qualified experts and busi-
ness leaders with real-world experience, ” the
Edgewood MBA will give you a “competitive
advantage.”
Title: The Edgewood Graduate School MBA
35. www.edgewood.edu
VO: In today’s business environment, global ex-
perience is more important than ever. Edgewood
College Graduate MBA Program gives students
the opportunity to travel to China for a 9-day tour
of Beijing, Shanghai and Suzhou, key centers in
one of the world’s most important economies.
Key Frame 1: Establishing shot of map of world
showing a plane flying from Madison to China
VO: Edgewood College Graduate Programs.
An education to advance you. A community to
inspire you. Edgewood.
Find additional information at www.edgewood.
edu
Key Frame 4: Closing shot of Edgewood logo
VO: The Chinese culture and business practices
cannot be fully understood until experiencing
them in person. The trip is both invaluable and
unforgettable.
Key Frame 3: Montage of individuals in business
attire meeting with Chinese businessmen, meet-
ings and interior shots of Chinese companies.
VO: The program provides critical insights and
valuable, first-hand experiences with China’s busi-
ness climate, culture and history.
Key Frame 2: Zoom into map of China and focus
on long shot of Edgewood students in China.
Begin montage of China’s tourist spots and busi-
nesses ranging from MCU to long shots.
Title: MBA International Experience
36. current students
admissions
commencementcommunityevents
study abroad speaker series
graduate programs
online courses
inspireA community to
An education toadvanceyou.
you.
The Edgewood Graduate Directory is a video guide to
the graduate programs at Edgewood College. Situated
on the homepage, users can click the play button to
open the video in a new window. The video will begin
and video footage will display scenes that correlate
with informational pages from the website.
Eight short clips will play and once completed, key
frames will fill a grid. The clips will become clickable
linking to pages where users can find more informa-
tion. When the video completes, users will have the
option to replay the video, return to the homepage or
navigate to pages on edgewoods websites.
Shot break down:
Music: “Hello” - Martin Solveig
1. Button situated on Edgewood homepage
2. Clickable play button opens into new window and
video begins
3. Title screen shrinks in size and flys to back ground
falling into center of already established grid.
4. A new windo flys into foreground from bottom
right containing video footage of
an applicant filling out admissions forms
5. Video plays for 2-3 seconds, stops on still image
and then the window flys to background and falls into
place on grid.
6. [steps 3 and 4 are repeated until 9 windows fill the
grid in the background”]
7. At this point, the entire 9-window-grid is filled with
still images
8. The Squares in the grid then overturn and one im-
age of the Edgewood slogan fills the window.
9. This image then dissolves to the 9-square-grid.
10. Now each image is accompanied by text. These
boxes are now clickable and allow for users to navigate
to other pages of the Edgewood Website
Title: Edgewood Graduate Directory
39. Objective: To cut through the clutter of radio advertisements and differentiate Edgewood Col-
lege from the competition by demonstrating that despite their busy lives, students can easily
attain an Edgewood Graduate degree because of the flexible classes and welcoming community.
Audience: Professionals with hectic work and personal schedules looking to advance their
career and fulfill personal goals.
The hook: The ads are reminiscent of a stream of consciousness rather than a stereotypical ra-
dio spot. The speaker runs through a list of tasks for the day, with sound effects accompanying
his/her thoughts. The speaker’s big sigh, heard before the Edgewood voiceover, indicates relief
that the busy day is done and class at Edgewood is about to begin.
Simply said: “You spend your day caring for the needs of others, at the end of the day Edge-
wood cares for you.”
Practical considerations: There are three versions of these radio advertisements and ad-
ditional storylines could easily be created to showcase a wider range of programs available
through Edgewood College.
1. The Edgewood College Nursing Program. The speaker is a mother and a nurse. Her stream of
consciousness involves getting her children ready for school, and then making her rounds at the
hospital. The sound effects in this ad highlight her standard tasks.
2. The Edgewood College MBA Program. The speaker here is a man who has an entry level
position in an office. His daily tasks include scheduling meetings and scanning papers, among
others.
3. The Edgewood College Masters of Education program. The speaker in this spot is a teacher
who is interested in professional development to increase her career options.
Reasoning: Radio is an inexpensive, yet effective way to reach segmented audiences. Edge-
wood’s target is frequently in the car either traveling to work, driving their kids’ carpool or run-
ning errands. If placed on the right channel, these radio advertisements can remind the target
of their dreams to advance their career and their education. The creative plotlines also will
differentiate Edgewood from stereotypical graduate programs.
Creative Brief:
40. Character
Audio
Sound
FX
Up
and
moving
Shower
Wake
the
kids
Kisses,
hugs
Get
‘em
dressed
and
fed
Beep,
beep,
beep
Water
running
NURSE:
(Audio
represents
a
nurse/mother’s
train
of
thought
as
she
goes
through
her
day)
NURSE:
Hair
combed
Shoes
tied,
lunches
packed
Send
them
off
to
school
“Bye,
Bye.”
NURSE:
Grab
a
bite
And
the
keys
Lock
the
door
Keys
jingling
Door
slamming
NURSE:
Traffic’s
jammed
Run
an
errand
Get
there
with
a
minute
to
spare
Honk,
honk
Breaks
squealing
NURSE:
Work
begins
Make
the
Rounds
now
1
patient,
2
patients,
3
patients,
now
7
EKG
monitor
NURSE:
Check
the
blood
pressure
Take
the
temp
Fill
the
charts
again
The
doctor
will
be
in
soon
Ventilator
Breathing
Cough,
cough
NURSE:
8
patients,
9
patients,
10
patients,
11
Paper
work
Call
backs
A
few
last
tasks
EKG
monitor
Sigh
VOICE
OVER:
You
spend
your
day,
caring
for
the
needs
of
others.
At
the
end
of
the
day,
Edgewood
College
cares
for
you.
Edgewood’s
Graduate
Nursing
Programs
can
help
you
open
doors
to
a
variety
of
opportunities
in
the
Health
care
industry.
Classes
meet
on
days
and
times
convenient
for
you.
Check
out
Edgewood’s
other
Graduate
and
Accelerated
Degree
Programs
at
www.edgewood.edu.
An
education
to
advance
you,
a
community
to
inspire
you.
Edgewood.
Music:
“Beautiful”
song
In
and
under
Client: Edgewood College School of Graduate and Professional Studies
Title: “Nurses Care for others, Edgewood Cares for Nurses”
41. Character
Audio
Sound
FX
6
am
start
Before
the
school
bell
rings
Grab
today’s
lesson
plan
And
other
things
Beep,
beep,
beep
TEACHER:
(Audio
represents
a
Teacher’s
train
of
thought
as
she
goes
through
her
day)
TEACHER:
Out
the
door
Arrive
just
in
time
Morning
meetings
Door
slamming
TEACHER:
Wait
for
busses
Erase
the
board
“Ms.
Abrams
I
forgot
my
homework”
TEACHER:
Prepare
lesson
Start
with
history
Science,
math,
then
arts
and
crafts
Chalk
being
written
on
blackboard
TEACHER:
Quiet
kids
down
Line
them
up
Now
time
for
lunch
Bustling
kids
TEACHER:
Grading
papers
Assign
projects
Tests
and
quizzes
Sounds
of
pencils
on
paper
“I
have
a
question!”
TEACHER:
1
hand,
2
hands
now
there’s
5
Answer
each
student
Clarify
Sigh
VOICE
OVER:
You
spend
your
day,
educating
others.
At
the
end
of
the
day,
Edgewood
College
is
there
to
further
your
education.
Edgewood’s
Graduate
Programs
can
help
you
open
doors
to
a
variety
of
opportunities
in
the
Education
field.
Classes
meet
on
days
and
times
convenient
for
you.
Check
out
Edgewood’s
other
Graduate
and
Accelerated
Degree
Programs
at
www.edgewood.edu.
An
education
to
advance
you,
a
community
to
inspire
you.
Edgewood.
Music:
“Beautiful
song”
In
and
under
Client: Edgewood College School of Graduate and Professional Studies
Title: “Teachers educate others, Edgewood educates Teachers”
42. Character
Audio
Sound
FX
Bright
and
early
Wake
up
Grab
the
cell
Check
the
email
Alarm
Clock
Cell
ringing/vibrating
MAN:
(Audio
represents
an
office
assistant’s
train
of
thought
as
he
goes
through
his
day)
MAN:
Out
of
bed
Quick
shower
Comb
the
hair
Out
the
door
Water
running
Door
slamming
Start
the
car
Make
a
stop
Coffee
order
for
the
office
Ignition
starting
Car
door
slamming
MAN:
Work
begins
Scan
the
papers
Fax
the
slips
Set
up
meeting
Client’s
in
today
Copy
machine
buzzing
Scanner
working
MAN:
Scott
needs
papers
Phil
needs
copies
2
mins,
3
mins,
4
mins,
now
7
Meeting’s
started
Papers
shuffling
Clock
ticking
MAN:
8
mins,
9
mins,
10
mins,
11
Don’t
be
late
Time
is
money
Clock
ticking
Sigh
VOICE
OVER:
VO:
You
spend
your
day
working
for
others.
Work
for
your
own
graduate
degree
at
Edgewood
College.
Edgewood’s
MBA
programs
can
help
you
open
doors
to
a
variety
of
opportunities
within
the
Business
world.
Classes
meet
on
days
and
times
convenient
for
you.
Check
out
Edgewood’s
other
Graduate
and
Accelerated
Degree
Programs
at
www.edgewood.edu.
An
education
to
advance
you,
a
community
to
inspire
you.
Edgewood.
Music:
“Beautiful”
song
In
and
under
Client: Edgewood College School of Graduate and Professional Studies
Title: “Office assistants work for others, Edgewood works for office assistants”
44. Creative Brief:
Objective: To increase awareness of Edgewood College as a graduate program
option within the Madison community.
Audience: Madison locals considering obtaining a graduate degree.
The hook: The very simplistic nature of the billboards feature the Edgewood colors, crest and
the slogan for the graduate programs inspiring viewers to learn more.
Simply said: Edgewood College offers “An education to advance you, a community to inspire
you.”
Practical considerations: Outdoor placement will be on the Westside of Madison where
prospective students reside. The billboards should be placed prior to term start dates.
Reasoning:
The idea is to avoid forcing complex messages in the billboard as shorter messages will have
a greater impact in the short viewing time. An additional outdoor element is the graduate
sculpture placed on one of the Madison area busline. This unique outdoor display will increase
awareness about Edgewood’s graduate programs among commuters in Madison who could
easily be prospective students.
49. Creative Brief:
Objective: To strongly brand the Edgewood Graduate programs while reaching out to future
students, current business partners and future business partners. These employers play a
significant role in promoting Edgewood as an option to their employees for furthering their
education.
Audience: Employers who are future and prospective business partners, and their employees
as prospective students.
The hook: The employer brochure effectively informs Edgewood business partners of how the
program can work and why their employees would benefit. This information will encourage
employers to use the additional materials to discuss Edgewood’s graduate programs with their
employees. All materials are designs to get people thinking about Edgewood College and the
possibilities there.
Simply said: Edgewood College offers “An education to advance you, a community to inspire
you.”
Practical considerations: The brochures and posters will feature the same Edgewood
colors that have been featured in all other branding as well as the logo. We will incorporate
photographs of the Edgewood college campus to showcase Edgewood’s beautiful campus and
buildings. This creates a unique sense of the brand. Testimonials will also be used in both
brochures to highlight the sense of community that Edgewood aspires to create, as well as give
prospective students and business partners an idea of what kind of experience they could enjoy.
Reasoning: A number of Edgewood’s students are professionals looking to advance their
education for career benefits. The direct mail campaign items include a brochure for employers
to develop a business partnership and poster and brochure for employers to distribute to their
employees/prospective Edgewood students. In order to get professionals to even consider
obtaining a graduate degree at Edgewood, they need to have a supportive employer who
understands the benefits of advanced education.
