A marketing firm collaborated with a research firm to develop a brand position for Gustavus Adolphus College. Through extensive research including interviews and focus groups, they identified three distinguishing qualities of Gustavus: servant leadership, an open environment, and a non-competitive community. They then created print materials like a travel brochure and viewbook to communicate these qualities and position Gustavus as a place where students can make their lives count.

1. A BRAND FOR GUSTAVUS

2. In 2009, Pittsburgh-based marketing firm BD&E collaborated with
Washington, DC research firm SimpsonScarborough
to create an emotional and strong brand position
for Gustavus Adolphus College.
The following presentation is the result of that collaboration.

3. SimpsonScarborough prepared the extensive research.
Ed Macko (then of BD&E) supplied the creative & strategic vision.
Tony Jaffe wrote beautiful words.
Ed Macko and Terry Clark photographed the community.
Gustavus provided the inspiration.

4. BD&E still provides work for Gustavus.
Ed Macko can now be found at Elliance, Inc. in Pittsburgh.
www.elliance.com
aha.elliance.com

6. “As an institution,
Gustavus has a difficult story to tell.
And no one has found a way
to tell the Gustavus story
all that well.”
(faculty member)

7. “Gustavus has an ethos of complete humility.”

8. “Gustavus has an ethos of complete humility.”
“Which isn’t as good as it sounds.”
(same faculty member)

9. PARENTS OF PROSPECTS
ALUMNI
INTERNAL AUDIENCES
FRIENDS OF COLLEGE
PROSPECTIVE STUDENTS
S C O P E O F R E S E A R C H
PEERS
20 in-depth interviews
2 online focus groups + online survey
4 online focus groups + online survey
10 in-depth interviews
4 online focus groups + phone survey
10 in-depth interviews
G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

10. Q U E S T I O N I N G
G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y
Schools in Midwest and Minnesota
Familiarity with...
Interested in...
Quality of Academics
National aspirations
Religious Affiliation
General Descriptions

11. Q U E S T I O N I N G
G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y
Schools in Midwest and Minnesota
Familiarity with...
Interest in...
Quality of Academics
National in scope
Religious Affiliation
General Description
THE RESEARCH

12. G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y
117 PAGE REPORT
+73 BAR GRAPHS
+8 WORD CLOUDS
=3 DISTINCTIONS
THE RESEARCH

13. G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y
SERVANT LEADERSHIP
Focused less on power,
more on people
Leaders as team members
Leadership > Followership

14. G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y
SERVANT LEADERSHIP
“ I don’t think about teaching
leaders and I don’t think other
faculty do either. But I will say
that we certainly create an
atmosphere for it.”

15. G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y
SERVANT LEADERSHIP
“ A great leader, at times,
needs to take on the role
of loyal follower.”

16. G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y
O P E N E N V I R O N M E N T
Express your opinion
without constraint or fear
Respect for differing viewpoints
New ways of viewing the world

17. G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y
O P E N E N V I R O N M E N T
“ I’ve learned to have more
tolerance. Gustavus is a pretty
loving place, everyone feels
like they are part of something.”

18. G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y
NON-COMPETITIVE COMMUNITY
Tough academics
Competition is with self, not peers
Students seen as responsible
citizens of an involved community

19. G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y
NON-COMPETITIVE COMMUNITY
“ When you think about how
Gustavus functions, it’s all
about making the world a
more peaceful and just place.”

20. G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y
Gustavus students want to know:
“How do I make significance out of my life?
What follows are examples of search and viewbook printed pieces
that explain and emotionalize the brand message.

21. G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

22. G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y
T R AV E L B RO C H U R E

23. G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y
T R AV E L B RO C H U R E

24. G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y
T R AV E L B RO C H U R E

25. G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y
T R AV E L B RO C H U R E

26. G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y
T R AV E L B RO C H U R E

27. G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y
T R AV E L B RO C H U R E

28. G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y
T R AV E L B RO C H U R E

29. G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y
V I E W B O O K
(select spreads)

30. T R AV E L B RO C H U R E
G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

31. G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

32. G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

33. G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

34. G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

35. G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

36. G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

37. MAKE YOUR LIFE COUNT.
A short “brand essence” video (MakeYour Life Count)
brings life to the brand platform is viewable on my Linkedin page:
www.linkedin.com/in/edmacko