This document summarizes the results of testing different photos and messaging concepts for the home page of a school's website. 12 messaging concepts were tested on 13 subjects representative of prospective students. "Make a difference and do what you love" was the clear winner, receiving the most positive responses. While factually true, messaging about career outcomes like "landing a high-paying job" were seen as too salesy. Based on the findings, the school opted to feature a photo of an actual student on campus and combine two of the top-testing messages for the new home page.

1. Measurableimpact
Results of a
Home Page Brand Test

2. First, let’s make sure we
understand what we need to do.

3. Branding&Messaging
GOAL OF THE WEB SITE
To entice prospects (and parents of
prospects) to call to find out more, set
up a visit, start the conversation!

4. Branding&Messaging
TO ADDRESS
• Home Page Photo
• Home Page Messaging

5. Branding&Messaging
THE HOME PAGE SHOULD
#1
#2
Do no harm; don’t block people
from going further.
Be general enough to feel
accessible to all visitors.
Be program agnostic.

6. Now, let’s articulate qualities
of the “right imagery.”

7. Branding&Messaging
PHOTO HUNTING MISSION
Person / people (ideally one person)
Close up (creates connection)
Someone who appears to be mixed race
(who you could believe has African, Asian,
European ancestry)
Smiling, positive, happy
Warm tones (sunlight, warmth, abstract
background with greens, golds)
Movement (not necessarily someone
moving, but where the composition has
movement, diagonals, abstract, “feels” like
motion)
Conveys excitement and energy!
Nice “twinkle” in the eye
Something that inspires, feels positive,
feels powerful
Subject’s eyes looking right at camera
(close up)
Subject’s gaze looking forward or up or in
some “positive” direction, but not
necessarily right at camera
Key elements for “the perfect photo”:

8. Branding&Messaging
To inspire our photo shoot, we found these images. None of these were “it” but
they all get at elements of what the right photo could look like.

9. Here’s a few samples of photos
placed within the design.

13. Now let’s look at messaging.

14. Branding&Messaging
MESSAGING
Many ideas were brainstormed. Then
we picked the 3 strongest concepts to
further develop and test.

15. Branding&Messaging
THE 3 CONCEPTS
Join the Revolution
You’re part of something new. You can shape the way agricultural science is
applied to our world in real ways. This concept was favored by the faculty,
but they admitted that they weren’t sure if it would resonate with everyone.
Secure Your Future
Stockbridge grads are very highly sought after in the industry. The school
often gets calls asking for the names of graduates and typically the demand
exceeds the supply.
Explore Our Programs
Straightforward and to the point. We have great programs. Let us show you.

16. We crafted 12 variations that
embody those 3 concepts.

17. Branding&Messaging
THE 12 VARIATIONS
Join the revolution.
Make a difference and do what you love.
Build your own future.
Expand your world.
Explore our nationally acclaimed programs.
There’s more demand for our grads... than
we have grads.
We have a world to offer.
Land a high-paying gig, straight out of college.
Your employability, your passion, your world.
The degree that will launch your career.
100% of our grads get hired in their field, right
out of college.
Land a solid job. Do what you love. Make a
difference.

18. We tested.

19. Branding&Messaging
13 TEST SUBJECTS
8 Female / 5 Male
Primarily age 18 - 23. One outlier (30-year-old)
A solid handful were pre-med and/or in the sciences (6)
Subjects were told:
Below is a list of possible statements that might appear on a college
home page. Do you think the school is... (check all that apply)
[ ] Respected
[ ] A hack
[ ] Successful
[ ] Someplace you’d fit in
[ ] Not for you
Our test subjects were representative of prospective students of Stockbridge School.

20. Branding&Messaging
TEST RESULTS
Message # Negatives # Positives
Make a difference and do what you love 1 17
Build your own future. 3 13
Expand your world. 3 13
Explore our nationally acclaimed programs 3 13
Land a solid job. Do what you love. Make a difference. 2 11
Join the revolution! 6 12
Your employability, your passion, your world. 3 9
100% of our grads get hired in their field, right out of college 3 9
There’s more demand for our grads than we have grads 7 9
The degree that will launch your career 5 7
We have a world to offer 7 7
Land a high paying gig straight out of college 9 4

21. Some key learnings.

22. Branding&Messaging
LEARNING #1
The test shows a clear winner. That’s
important. If it weren’t the case, we’d go
back to the drawing board and re-test.

23. Branding&Messaging
LEARNING #2
“Make a difference and do what you
love” tested solidly.

24. Branding&Messaging
LEARNING #3
“Join the Revolution” only performed in
the middle. This isn’t good enough for
the home page.

25. Branding&Messaging
LEARNING #4
Even though it’s true, the messaging
around “landing a high-paying job” after
college came off as “too salesy” and not
important.

26. Based on results, we combined
two of the strongest messages.
The photo we launched with is of
an actual Stockbridge student,
and was shot on campus.

28. Branding&Messaging
QUESTIONS?
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