Opportunity:
When we first started the relationship with Limestone, they were using a few different vendors and did not have consistent look. The first year’s goal was to raise awareness of the new satellite campuses and to create consistency across the advertising material.
Solution:
The dark blue present in the bell tower of the Limestone logo was a perfect selection to use for the evening and online program, as the hue correlated to the later time in the day. For year one, we centered around language and a look that would be welcoming and relate to the main campus. The phrase “Good Evening, Greenville (one of the new locations) played off the welcome aspect and tied in the evening classes.
In year two, we focused on identifying what was special about Limestone. Given the numerous competitive local options, we wanted to help distinguish them from the pack. Built on the hypothesis that going back to school was a tough pursuit for their target students, we focused the language and the imagery to communicate that no matter your life story, degree completion was possible at Limestone. “Your dream. Let’s make it happen.”
In year three, we took the ideology from year two and pushed it further. By conducting interviews with past and present students, we were not only able to gain footage for testimonials, but also valuable insights about why Limestone is a great choice. The stories were a true testament to the family-like, supportive relationship Limestone strives to have with their students. The campaign materials increased from postcards to more tactile, personalized letters, eblasts, updated digital ads, organic social support and web support. We kept the dream language but simplified it even further. The campaign line evolved into “Dreams happen here”.
Overall, our approach was to build a brand foundation where the elements can continue to grow. This strategy was structured in a way to move the brand forward without losing the integrity and character of the campus.
Materials:
TV spots, OOH, direct mail, print ads, web asset support, and organic social asset support (list does not include all media tactics but references creative only).
Client Appreciation:
We had a wonderful client – smart, enjoyable, whose enthusiasm showed in her thoughtful feedback. Best wishes, always.
