2. Michael Olivere: Creative That Works
Profile:
• President, Owner of ScoutDogs Marketing, Inc., a marketing
services agency to the for-profit education industry
• Vice President, Marketing, ForeFront Education, a for-profit
education corporation
• Brand manager, marketing director, creative director in education,
telecommunications, clubs, insurance, museums, marketing
services companies
• BA Marketing, MA Communications, University of Illinois
3. Michael Olivere: Creative That Works
What makes my creative campaigns successful:
• Brand integrity
• Teamwork
• Focus on the student as an individual
• Creativity and inspiration
• Direct response methods: testing, analysis, results
• Compliance
• Inquiries, inquiries, inquiries
4. Michael Olivere: Creative That Works
1 Creating a Brand
NewSchool of Architecture & Design
Illinois School of Health Careers
2 Creative Campaign: Student Success
ISHC students and faculty
3 Creative Campaign: Inspiration
Inspiration from unexpected places
4 Creative Campaign: The Best Creative Lasts Forever
Message should be important to students
5 Direct Marketing
It’s all about testing and results—and inquiries
5. Michael Olivere: Creative That Works
1 Creating a Brand: NewSchool of Architecture & Design
NSAD one of 127 nationally accredited architecture schools
When acquired, NSAD needed an identity in the community, with
potential new students, among competitive architecture schools and
with architect firms and professionals
NSAD needed to also launch new degree programs and executive
programs for professionals
6. Michael Olivere: Creative That Works
1 Creating a Brand: NewSchool of Architecture & Design
Solution: engage a team at the school to create a brand
NSAD is a design school of students, faculty and staff
The entire school participated in the final design review,
selection and inauguration
Result: the school owned the brand--and it worked
Full media: TV, radio, print, mail, collateral
New websites
College and high school recruitment material, DVDs
7. Michael Olivere: Creative That Works
Creating a Brand: NewSchool of Architecture & Design
“The Architect School”
8. Michael Olivere: Creative That Works
1 Creating a Brand: NewSchool of Architecture & Design
Challenge: develop a branded identity for a new program:
Executive Masters
Masters degree in architecture for professionals
Target audience: working architects seeking accredited
masters degree to further their career
New program should have its own unique identity
Program Brand:
“The World in Your Hand”
10. Michael Olivere: Creative That Works
1 Creating a Brand: Illinois School of Health Careers
When acquired, ISHC had one small campus, minimal branding, no
media advertising in a highly competitive Chicago market
Solution: engage the school to create a new brand and identity that will
work to beat the competition
Full media: TV, radio, print, direct mail
New websites, PPI, outdoor, mobile
Admissions material and collateral
High School recruitment material and DVDs
11. Michael Olivere: Creative That Works
Creating a Brand: Illinois School of Health Careers
“The Health Care Career School”
12. Michael Olivere: Creative That Works
2 Creative Campaign: Student Success
Illinois School of Health Careers
Inaugural advertising campaign for ISHC promoted
student success
Students were asked what’s important to them: “I want to
help people”, “I want to succeed”, “I like my teachers”
Faculty were consulted for keys to success
Students and faculty became the face of the school in
media advertising campaigns
Result: student population at Loop campus went from 160
to over 500 in first 18 months
13. Michael Olivere: Creative That Works
Creative Campaign: Student Success, for ISHC
“You Want Illinois School of Health Careers”
14. Michael Olivere: Creative That Works
3 Creative Campaign: Inspiration
Illinois School of Health Careers
Creative can come from unexpected, inspired sources
From student interviews, many were family and friends
Friendship and belonging were keys to enrollment and graduation
success
Two students’ enrollment story became the inspiration for
successful campaign
“Two Friends” beat all other creative by 2-to-1
16. Michael Olivere: Creative That Works
4 Creative Campaign: The Best Creative Lasts Forever
Illinois School of Health Careers
Creative message should be important to students
From student interviews, key selling point was short-term programs
New campaign emphasized career training in as little as 8 months
“Fast Track” has been the top performer for over 4 years, and has
outperformed all competing agencies, most recently 363 calls to 47
calls over a 4-week period
17. Michael Olivere: Creative That Works
Creative Campaign: The Best Creative Lasts Forever
“Fast Track”
18. Michael Olivere: Creative That Works
5 Direct Marketing
I follow the path to success with DM:
Always practice proven DM methods
You can test anything
Do not fear failure
Track and measure results
Analyze what worked, and what did not work
Deliver results:
More inquiries: calls, website hits, media all increased
“Fast Track”: continuous testing improved results 20%
Creative sample: direct response method called
“Operator”
19. Michael Olivere: Creative That Works
Direct Marketing: success with proven DM testing methods
“Operator”
20. Michael Olivere: Creative That Works
Summary: what makes creative that works
Teamwork
Brand integrity, compliance in all creative
Listen to the customer, the students
Find inspiration from unexpected sources
Follow consistent direct marketing principles
Test everything and you will always succeed
In business, nothing beats more inquiries
21. Michael Olivere: Creative That Works
P.S.: more than just great creative
Agency of Record with results:
Year-over-year starts increased 8%; by 25% over last two years
Managed media, online, mobile, PPI, vendors
Entrepreneur
Launched two business ventures
Launched profitable Hispanic market venture
Skill sets: project manager, multi-functional team leader, predictive
modeling, accounting, budgeting, writer, photographer, editor
Successful leadership assessment, Ameritech (AT&T)
Awarded National Honor Society scholarship, University of Illinois
Chosen as Graduate Assistant, Office of Student Affairs, University of
Illinois
