University of Arizona – Honors College positioning & rebrand
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- University of Arizona – Honors College positioning & rebrand
Situation
The UA Honors College, which was established 50 years ago, sought an agency to refresh their branding and marketing strategy for student recruitment and retention and for both internal and external relations. The goals of the rebranding effort were to:
- Improve the quality of students enrolling in the Honors College.
- Increase the retention rate of students enrolled in the Honors College.
- Increase brand awareness of the Honors College within the university and at the state, national and global levels.
Solution
Caliber conducted research to determine the knowledge and perceptions of the college’s key stakeholders. Findings from this research, summarized in a brand audit, were used as the basis for developing a message strategy. The message strategy included a new tagline, “Scholars inspired for a lifetime,” which conveys the scholastic aptitude/commitment of students admitted to the Honors College, as well as the life-long impact of this educational experience. Key messages for each target audience were identified and a short “elevator” speech summarizing the college’s purpose and value was created.
A design strategy, including the type of photographs, typefaces, layouts and color palette to be used in all Honors College communications, was created. Both the message and design standards were documented in a brand identity manual.
Caliber created two brochures for the Honors College that implemented the message and design strategies. The first is used at recruitment events to explain to high school students, their parents and transferring college students the opportunities afforded Honors College students. The second brochure is sent to incoming UA students who, based on their grades and test scores, qualify for admission to the college. It provides additional information about the experiences offered during each year of schooling, the valuable privileges offered to Honors College students, how to obtain more information and the steps required to enroll in the college.
As a result of this documented research, strategic messaging and design strategy, as well as the development of two new pieces of collateral, the Honors College is better positioned to reach its goals for recruitment, retention and internal and external relations.
