Manhattanville College

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Finding key differentiating points for a private liberal arts college

GAINING DATA FOR A UNIQUE VIEW BOOK AND OTHER STUDENTS RECRUITMENT COLLATERAL

When Ashworth Creative met with Manhattanville College, we took a deep dive into their unique academic atmosphere, excellent academic staff and beautiful campus. This entailed conducting focus groups, polling and other research. Their past agency farmed out higher education marketing and nothing else. The reason for choosing us; after a while, the products of those specialized higher ed agencies was very similar and didn’t establish clear differences between one college and another.

ESTABLISHING A CLEAR TONE OF VOICE AND VISUAL IMAGERY

Having researched the different target audiences, primarily students, parents and grandparents, and how they make decisions. Interviews were conducted with current students, faculty and admissions staff, as well as the college president to ensure that the school’s unique image would carry over effectively into the savvy theme and design. The view book that Ashworth Creative produced for Manhattanville was visually captive and distinctive and talked to the student and their parents in bright persuasive language.

MARKETING THE COLLEGE'S DIVERSE OFFERINGS IN THE SCHOOL OF BUSINESS

Creating marketing materials for Manhattanville School of Business was the next step in Ashworth’s relationship with the college. Many of their courses were unusual and highly differentiated because they were taught by educators who were not only college professors but also leaders in their fields of business. We created a persuasive 8 x 8 inch brochure with a distinctive cover design of a patchwork lightbulb and the line “Get to work on your future.” In addition we designed and wrote subject specific-tear sheets to fit in a pocket folder.

BRAND CONSISTENCY APPLIED TO HIGHER EDUCATION

Not enough is said about the need for consistency in brand design. In the work we have done for Manhattanville College, there is a strong family resemblance regarding font, style, visuals, colors and verbal expression. Yet there is enough room in the design scheme to make the reader pay attention to what the content wants to tell them. Individual pieces of communication for the college are different enough to speak clearly to their target audience in design and content, yet they carry a branded look and feel.

TARGETED COLLATERAL DRAWS NATIONAL ACCLAIM

This search piece and view book received positive reviews from some of the most respected designers in the nation. The faculty, staff and admissions professionals were thrilled with both the design and content. We’ve created admissions recruitment materials for many colleges since we began our relationship with Manhattanville and each is different in approach. At Ashworth Creative we believe showing individuality and standing out from the crowd gets a better response.