We create new perceptions
Alverno College was misunderstood. Some didn’t see it as a “real” four-year college option. Others mistook it for an art school. The truth is, Alverno College is nationally and internationally recognized as a world-class academic institution. Our challenge was to change perceptions by informing people of its quality. We wanted to show the truly unique college experience it offers students — all while maintaining a strong emotional brand connection.
For our inspiration, we turned to Alverno College students, and they showed us what makes this vibrant learning community so special. They told us that here students get a real-world education and ability-based curriculum. And they appreciate how much Alverno College invests in them as future women leaders and empowers them to shape the future.
We took those insights and created a campaign that let people see what makes the Alverno College experience different and better. We built an experiential minisite where current college students could use their own words and artwork to share their stories. Some students even became ambassadors and connected with prospective students on Facebook. To drive traffic to the minisite, we created a collateral system and print ads that connected the online and offline worlds. We also made TV spots that inspired prospective students to realize their own potential with help from Alverno.
The brand campaign helped change the perceptions about Alverno and establish the school as an esteemed academic choice.