I. Communication Challenge

Medaille College is a private liberal arts college located in Buffalo, NY. The college directly competes with 21 other colleges and universities that draw their student populations from Western New York. Competition for students had become increasingly intense, and the general awareness of Medaille in the region was very low. Those that knew of the college did not necessarily know where it was located or what types of programs it offered. Medaille’s graduate and adult business programs on two separate suburban campuses were also not well known.

II. Strategy and Execution

TC evaluated internal and external audience perceptions and beliefs about the college. A detailed strategic and tactical roadmap for the college’s communications was developed. Key objectives were established:

• Build key audience awareness of Medaille, for both undergraduate and graduate programs
• Develop a brand promise and identity that communicates Medaille’s philosophy of being a catalyst for positive change and community involvement
• Garner support among internal groups at the college for the messaging development and the brand promise
• Break through the cluttered, look-alike creative in the higher education marketplace with a campaign that appeals to multiple key audiences

We developed the theme “Change your mind,” coupling it with visuals of words written on students’ heads that change from negative to positive. This illustrates the impact change can have on student’s lives, and invites audiences to rethink Medaille as an option for their education and support.

The resultant campaign also:

• Utilizes an edgy, urban feel
• Educates target audiences about Medaille’s philosophy and programs
• Showcases real students
• Features a Buffalo band for the soundtrack to underline the college’s local ties
• Used non-traditional media such as building graphics and a wrapped Volkswagen beetle, and a variety of social media tactics
• Is seen consistently throughout all college outreach and internal communications, including a new, more easily navigable website

III. Outcome

Inquiries and web hits have increased markedly for the college.  Overall recognition in the community has also increased significantly. The college has expanded its branded communication to include outreach materials and videos.