J445 Creative PlanCorrisa BielefeldtCarolyn Sandvick

Jeremy VuernickNick DmytrenkoRachel Yanofsky

Brittany BBrittany BrodyAnna Discher

Rick MaturoJaime Flynn

Dustin Bui

We know you.

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Table of Contents

Strategic Foundation....................pg. 5

Creative Plan.................................pg. 8 Print.........................................pg. 11 Radio........................................pg. 17 Billboard..................................pg. 21 Online......................................pg. 25 Website Critique.....................pg. 29 Social Media............................pg. 32 Web Video...............................pg. 35 Out of Home...........................pg. 36 Corporate................................pg. 39

Appendix.......................................pg. 43

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At Myriad, our messages resonate with in!nity and timelessness. Whether today, tomorrow or ten years from now, viewers remember Myriad

messages and actively share them with others. "e opportunities for clients to interact are limitless and purposeful. We aim to deliver on promises

to both clients and consumers and produce novel messages that demand attention and

consideration long a#er exposure. Come to the other side and see the world through our eyes.

At Myriad, your possibilities are endless.

Strategic Foundation

Institutional Background Edgewood was established in 1927 in Madison, WI as a Catholic college for women in the Domincan Tradition. "e Deming Way campus on Madison’s west side serves as the hub for many of Edgewood’s returning adults and graduate programs. It provides easy access, convenient parking, classrooms, lounges for quiet study or small group work, and wireless technology.

Edgewood Brand "e Edgewood slogan is “Cor ad Cor Loquitur” or “Heart speaks to heart.” Edgewood’s mission is to engage students within a community of learners committed to building a just and compassionate world. Edgewood fosters open, caring, thoughtful engagement with one another and an enduring commitment to service, all in an education community that seeks truth, compassion, justice and partnership.

CompetitionGraduate and Accelerated Adult Programs: Herzing, Globe, Phoenix, Cardinal StritchUW-System: UW-Whitewater, UW-Madison, UW-Stout Target Audiences Students are interested in advancing their careers to make meaningful di$erences, getting quality education, staying and supporting the Madison community. In addition, they seek small class sizes and personal communication between students and professors.

Past Marketing Communication

Key Research Insights

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Strong brand and community

Personalized educational experiences

Driven student body

Great location, free parking

Close competition in proximity and program o$erings

Online classes changing community feel

Stigma of adult accelerated programs

More expensive than competitors

Currently not uniquely di$erentiated from competitors

Lack of uni!ed Edgewood brand

Increase branding di$erentiation

Foster community online and in classroom

Increase relations with local businesses to attract new

candidates

SWOT Analysis

Threats Opportunities

WeaknessesStrengths

We will accomplish these goals through messages portraying Edgewood as a personal, professional graduate school, highlighting its key strengths.

By promoting Edgewood’s community, convenience, and program relevance, we will e$ectively position Edgewood Graduate as the best local choice for o$ered graduate degrees.

Strategic Foundation

Our main campaign objective is to increase Edgewood’s perceived value and position in relation to its competition and increase enrollment of high-quality students to Edgewood’s graduate program.

Our secondary goal is to raise Edgewood’s brand awareness in the Madison area.

Key Strategic Principles

Creative Directives

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Edgewood College has a strong community and respectable name. Its smaller classes and dedicated professors provide a personalized experience and welcoming community. Edgewood also has relevant, accredited graduate programs based on desired employee quali!cations, increasingly students’ marketability a#er graduation. "e college also caters to the lives of working adults through online and accelerated classes, evening o$erings, and its convenient location near the beltline.

At the moment, the graduate program is not uniquely di$erentiated from colleges such as Herzing and Globe. It also lacks brand recognition and visibility. Additionally, Edgewood’s higher tuition costs deter potential students from possible enrollment.

SWOT Explanation

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Our campaign features the slogan “We know you.” "is emulates Edgewood’s personable, community-focused learning experience as well as illustrates Edgewood’s programming. Because Edgewood Graduate understands its prospective students, its curriculum accommodates to the aspirations and unique needs of working professionals.

"e “We know you” theme has a conversational, yet professional tone, that focuses on positivity and the audience’s ambition. Our target will identify with these messages because it speaks directly to who they are and their career objectives.

"is campaign also stresses the role Edgewood College can play to advance a student’s career, while acknowledging their current accomplishments. By recognizing their achievements, the audience will perceive us with a sense of positive familiarity, increasing their receptiveness to our messaging. "ese messages will drive our target to continue their education and enhance their personal worth.

Creative Brief: Campaign Overview

Creative Plan

Creative Brief: Strategic DirectivesTarget audienceOur target audience is young (average age 33) professionals living in the Madison area. "eir life revolves around their nuclear family, work, and community. "ey are ambitious, dedicated learners, who pride themselves on community involvement. With this in mind, our campaign focuses on their sense of ambition and community through need and emotion-based appeals.

We will use geographic targeting to e$ectively communicate with prospective students in the Madison area. We will employ print, out of home, radio, and online channels to spread our messaging. "is will allow us to reach our target audience whether they’re in the o%ce or at home.

Creative PlanKey Product Attributes"e Edgewood Graduate Program o$ers a unique experience and should be marketed as such. "ere are several key points that play a role in the strategy and tone of the creative plan:

- A strong, advanced adult education- Convenient class programming - A small community with an excellent support system- An experience tailored to students’ needs- Accelerated programming and online class o$erings

Key Customer Bene!ts"ese attributes make Edgewood a prime candidate for those interested in furthering their education. Our creative plan demonstrates the care and interest Edgewood invests in their students and illuminates the opportunities available for anyone interested in advancing their career.

Campaign Strategy and Positioning"rough our slogan “We know you” and its accompanied “Get to know us” message, we aim to construct a message most appealing to our target. “We know you” will di$erentiate Edgewood from lesser institutions focused on hurrying students through the education process without any community or personal support. It also di$erentiates Edgewood from institutions that are too large to pay special attention to each student. "is e$ectively illustrates Edgewood’s community, connection and personalization.

“Get to know us” relieves uncertainty, which is a signi!cant barrier for adults re-entering education. It makes the experience real because the audience is able to envision themselves at Edgewood and understand the bene!ts. Essentially, the tone of the campaign messages will overcome uncertainty with trust.

Creative ObjectivesOne of the main goals of the creative campaign is to increase awareness of Edgewood’s graduate program in the Madison community. We hope to generate curiosity so prospective students seek out information about the school and its program o$erings. We are con!dent the experience Edgewood provides is a strong pull for many adults looking to return to school. We will communicate to our audience Edgewood’s outstanding student experience, present them with important enrollment information, and entice them to enroll at Edgewood themselves.

Strategic Directives Continued

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Our print messages use warped body copy to form images associated with the target audience’s career, giving our ads stopping power. Each print message addresses one of Edgewood’s several most popular programs. "e copy shows key consumer insight by emphasizing personal ambition while challenging the audience to continue their education. We also incorporate novel inserts containing more information about the programs, giving our audience the opportunity to carry the information with them. "is medium is meant to increase positive associations with the college and spur student inquiry.

"e use of billboards will yield high frequency, especially in our proposed locations near the beltline. Billboard exposure ensures future students will see our messages on their daily commute. "e simple, clean presentation allows greater comprehension and readability of our billboard copy. "e billboard copy relates driving terminology to educational ambition in a clever and appealing way. "e Edgewood Graduate logo is prominently featured to increase brand awareness and link it to our other messaging.

Our banner ads are similar to the billboard copy in that they play o$ online terminology and relate it to Edgewood’s graduate community. "is clever juxtaposition is meant to highlight Edgewood’s personal feel. Our online, radio and corporate materials also features the phrase “Get to know us” in order to link to our website and play o$ the “We know you” slogan. "ese online ads are meant to drive tra%c to the Edgewood Graduate website and raise brand awareness.

In order to reposition Edgewood Graduate as unique from its competitors, our radio ads use humor appeals that playfully highlight the disadvantages of other colleges while simultaneously promoting the bene!ts of Edgewood. Several of the bene!ts we highlight are Edgewood’s community of students, caring professors, and online options. "e music and announcer are the same in order to establish unity between these messages.

Other media works to e$ectively communicate our message. Cinema screens will give potential students more information on Edgewood Professional Programs in an environment with focused, prolonged exposure. Additional time will allow us to present more information on our high involvement product. Mall installations will also provide a venue to increase brand awareness and present information in novel ways.

Lastly, business handouts will be distributed to corporations that could bene!t from sending their employees to Edgewood Graduate College. "e handouts are highly informative and illustrate the unique advantages of Edgewood. Targeted businesses will include hospitals, schools and o%ce buildings, all involving careers with the potential to advance with further education.

"rough this mix of creative media messages, we will successfully meet our campaign goals, including increased brand awareness, more e$ective positioning and raising potential student interest.

Creative Brief: Campaign Messages

Creative Plan "e goal of our print messages is to inform potential students about several graduate programs at Edgewood while demonstrating the college’s deep understanding of its students. Our target audience is adults seeking to gain a graduate degree in nursing, education, or business. "e big idea behind our print messages is that Edgewood o$ers advanced programs that help students increase their viability in the job market. Speci!cally, if a student seeks a nursing degree, an MBA or a teaching degree, Edgewood o$ers classes uniquely adapted to the current marketplace. Furthermore, our “We know you” campaign message is present in the print ads through the empathetic language and tone of the body copy. "e print ads are text-based with words shaped like items that represent the various occupations pertaining to the degree. For example, the nursing degree ad copy is shaped like a heart monitor, the MBA copy forms a neck tie, and the teaching degree copy is written on the side of books. "e audience will be drawn to the bold images because they are relatable to their career and are visually appealing. "e ad copy also includes insight about the life of the potential consumer in order to illustrate that Edgewood knows them. By detailing what the consumer’s life is like, our language and framing will further resonate with them. We also include motivational messages to drive and inspire the target to continue their education. "ese positive, relatable messages allow our ads to speak to our audience and draw a greater response. Additionally, we will place inserts in all three print ads to o$er more information about the degree programs. "ese inserts will allow the target to physically and mentally take the information regarding Edgewood with them, increasing the likelihood they will reread and share the ad. "e inserts will be strategically placed in order to further capture the audience. "e nursing degree insert will be placed within the heart on the print ad, the MBA insert will be placed in the dress shirt pocket, and the teaching degree insert will resemble a bookmark. Clever positioning will draw greater attention to the ad and keep more eyes on the page. "ese ads !t together as part of an integrated campaign where each print ad is portrayed in a consistent manner. All !ve ads feature Edgewood’s school colors, text in the shape of a relatable object, and an insert containing further information about the speci!c program o$ered. Additionally, the look and tone of the copy will remain consistent with the “We know you” campaign.

Print Strategy

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Creative Plan"e objective of our radio messages is to di$erentiate Edgewood’s graduate programs from competing schools, as well as raise awareness about the unique advantages of Edgewood.

Adults seeking graduate programs in the Madison area are our target audience.

"e big idea behind our radio messages is to portray Edgewood as being in-touch with their target audience’s wants, needs, and values when compared to other schools. In this way, “We know you” shows how Edgewood relates to students and caters each program to !t their needs.

"e scripts feature scenarios where a student attends a school that does not o$er a personable, dedicated community of learners and teachers like Edgewood provides. One script features an online web class taught by a computer who rushes students through its program. Another has an emotionally removed professor refusing to answer a student’s question. Finally, the last script shows a student’s self-absorbed group partner refusing to help with their project. In each ad, the school does not meet the desires and needs of the student, and his or her frustration builds. "e radio ads conclude with an announcer providing information on Edgewood Graduate Programs.

All three ads incorporate humor to grab the target audience’s attention and make them look forward to hearing the next commercial. "e humorous but irritating situations will resonate with the target audience and positively portray Edgewood as a solution to their problems. To provide additional consistency, the ads all conclude with the same music and recognizable announcer voice.

"e radio scripts highlight the bene!ts of choosing Edgewood, while demonstrating how Edgewood caters to its students’ wants and needs. In this way, the messages !t together as part of the “We know you” campaign, spread across multiple platforms. Furthermore, the ads will be pleasing to the listener, easy to visualize, and most importantly, memorable, making the audience want to learn more about Edgewood.

Radio Strategy

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Radio Advertisement: Catered ClassesPROFESSOR: (CHALKBOARD NOISES) And that’s why price is always proportional to market demands.

JESSICA: Excuse me, professor.

PROFESSOR: Now if we can just move on to…

JESSICA: Excuse me!

PROFESSOR: Who said that? Was it you Doug?

JESSICA: I’m Jessica.

PROFESSOR: Sorry, this class is so big I can’t remember everyone’s name.

JESSICA: Can you go over that last part again?

PROFESSOR: We don’t have time. In this class, we focus on quickness over comprehension. Just talk to me a#erwards.

JESSICA: But I have to go and pick my kids from soccer practice.

PROFESSOR: Come to my o%ce hours then.

JESSICA: Um, I work during the day. PROFESSOR: Looks you’re out of luck then Doug.

JESSICA: I’m still Jessica.

SFX: MUSIC FADES IN

ANNOUNCER: At Edgewood College, we know you. Our average class size for graduate programs is thirteen students, meaning our teachers will not only know your name but who you are. We know you’re busy with your career and family, which is why our classes conveniently meet a#er you’re done working. Get to know us by visiting, edgewood.edu, or stop by our Deming Way campus, right o$ the beltline. Unlike other colleges, we’re happy to take your questions.

SFX: MUSIC FADES OUT

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Creative Plan

WOMAN: Hey honey. Would you mind watching the kids? I have to take my online class now.

MAN: Sure thing.

WOMAN: (TYPING NOISES) Okay, here we go. Student name. What was it again? "ree-six-two-four-nine-nine-zero-three-two.

COMPUTER: Good to see you again number three-six-two-four-nine-nine-zero-three. Pop quiz. What major organ pumps blood throughout the body?

WOMAN: (TYPING NOISES) "e heart.

COMPUTER: Congratulations number three-six-two-four-nine-nine-zero-three. You have now completed our accelerated program. You are now a doctor.

WOMAN: Wait, I paid thousands of dollars for this? I didn’t even learn anything.

COMPUTER: Upgrade now and enroll to become a lawyer, teacher, !reman, astronaut.

SFX: MUSIC FADES IN

ANNOUNCER: At Edgewood, we know you. You’re not looking for an online college, but a college that o$ers &exible online options. You’re not just paying for a degree either. Edgewood o$ers a real, college experience with engaged professors and a vibrant student community. It’s the convenience of online without compromising quality. Get to know us by visiting, edgewood.edu, or stop by our Deming Way campus, right o$ the beltline. To us, you’re not a number, you’re a person.

SFX: MUSIC FADES OUT

Radio Advertisement: Online Classes

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SFX: BELL RINGS. BACKGROUND HALLWAY NOISE.

DOUG: Hey Chad. Did you !nish your part of the research paper?

CHAD: Who are you again?

DOUG: I’m Doug. We’re working on a group project together.

CHAD: Oh right. Sorry, those groups can get pretty big.

DOUG: It’s just the two of us.

CHAD: Alright, well I didn’t do that research thing, but you can do it if you want.

DOUG: Well we can work on it tonight, but I have to make dinner for my family in an hour.

CHAD: No can do man. Two-for-ones at the club tonight. You can come if you want, but you’re driving.

DOUG: Actually I think I’m going to the professor to get a new partner. "is two-for-one project isn’t working for me.

CHAD: Hey man, you can’t spell “success” without “excess.” Right?

SFX: MUSIC FADES IN

ANNOUNCER: At Edgewood, we know you. In addition to earning your degree, you want to be part of a community of students that care about their education and yours. We work together to ensure students are a part of a rich, learning environment where values matter. You’ll feel comfortable working in groups or sharing a slice of pizza. Get to know us by visiting, edgewood.edu, or stop by our Deming Way campus, right o$ the beltline. An education and a community, the best two-for-one.

SFX: MUSIC FADES OUT

Radio Advertisement: A Community That Cares

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Creative Plan

Our billboard ads are meant to raise awareness of Edgewood Graduate College. We also want to demonstrate the close proximity of the campus and Edgewood’s personal interaction with students. "ese ads will target individuals seeking graduate programs in the Madison area. "e billboards will be placed strategically along the Beltline Highway. Since our target takes this road to work, we believe they will have a good chance of being exposed to our billboard ads. "e big idea behind the billboard messages is that Edgewood Graduate Programs provide the direction our audience is looking for to further their education. Each advertisement has a personal tone meant to resonate with the audience as well as reiterate the “We know you” message. "e hook of the ads is the double meaning in each billboard’s copy. "e copy relates the target’s academic goals to common driving terms and language. For example, in the ad “You’ve got drive. We’ve got the destination,” the word “drive” has two meanings; motivation and commuting. "is play on words will grab the audience’s attention and encourage them to head in the “direction” of Edgewood. "e message is consistent among all three billboards, demonstrating consumer insight through personal statements such as “You’ve got drive” and “You’re heading in the right direction.” Furthermore, each ad will display the Edgewood logo to increase brand recognition and feature the “We know you” tagline and “Edgewood Graduate Programs” copy at the bottom. "ese ads !t together as a part of an integrated campaign through the same personalized “We know you” messaging, while also depicting the values of Edgewood.

Billboard Strategy

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Creative PlanOnline Strategy

Our Edgewood online banner ads are designed to increase click-throughs to the Edgewood Graduate College website.

"e creative messages aim to target individuals interested in graduate programs in the Madison area. We intend on placing the banner ads on local business sites in order to best reach our target.

"e banner ads are meant to reinforce Edgewood’s valued notions of community interaction and personalization. In order to get the attention of the target audience, these messages are portrayed through clever Internet analogies. For example, on one ad, the copy will read “Our Chat Room.” "e image displayed will be a real “chat room” consisting of students interacting with one another on a personal level. "ese messages will portray Edgewood as a graduate college of student interaction and community collaboration.

In order to maintain consistency, each banner ad displays an image relating the copy to the community message. In addition, they all feature the Edgewood logo, “Get to know us” tagline, and a link to the graduate school’s website. In this way, they are well integrated under the “We know you” campaign theme.

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Creative PlanEdgewood College Homepage "e current Edgewood College homepage can be improved with easier navigation, more relevant photographs and more intriguing content. In order to distinguish the undergraduate and graduate programs, we suggest a divided navigational bar including links for both programs in separate columns. We have also indicated the tabs we feel would be most bene!cial to the audience, the primary focuses in the main navigation bar, and secondary interests on header tabs. A streamline design provides easy information retrieval and increased engagement with site.

events to draw interest and engagement

of audience

Edgewood Graduate HomepageBy highlighting the link to the graduate page from the home page, we predict increased tra%c. Pictures featured in the header create a personable connection between the viewer and the graduate program. We suggest a vertical page layout to engage viewers and provide a deeper understanding of Edgewood history and given graduate programs. Also, including quick links to apply and get more information will be placed higher on the page, making them more visible and accessible.

attitudes

the previously described homepages.

Edgewood Speci!c Program PagesGraduate program pages should imitate the design used in the Masters of Business Administration. "e well-organized links combined with engaging photos provides an appealing summary of the graduate program. We do, however, suggest modifying the current color palette, header, and footer to match the layout of the previously described homepages.

Website Critique

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Objective: Increase the online presence and awareness of the Edgewood brand and more speci!cally, the graduate programs available

Recommendations:

platform that is separate from the main Edgewood student body

community when accessing the building is not an option

the campus, so this will increase the sense of community for their experience as students

loop about what is happening

with similarities to the target demographic and encourage them to follow the Edgewood account on Twitter

overwhelmed with content directed at the undergraduate program and athletics

more conveniently and e$ectively access prime content and learn more about what Edgewood has to o$er

Additional Opportunities:It would be most bene!cial to hire an intern to manage the online presence of Edgewood’s graduate program. "is task would provide bene!cial learning opportunities to a student and also help further the spread of information about Edgewood. Because content needs to always remain current and of high quality, or followers/fans will inevitably decline, a student intern could make that the focal point of their internship, which would be a win-win for both parties.

Social Media Strategy

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Creative PlanSocial Media Mock-Up

Social Media Mock-Up

Creative Plan

"e Edgewood College online video o$ers more information for the po-tential student. By showing real students and faculty at Edgewood College, interested adults can better understand the community of the school. Our objective with this video is to provide an interactive, viral video with more information on the type of people who are not only enrolled in Edgewood Graduate Programs but also those who facilitate and teach the students. "is video will be placed both on our YouTube channel and on our graduate web page.

Web Video Strategy

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"e goal of our out of home advertisements is to increase brand recognition and awareness, in addition to providing further information to the target in places they already frequent. Adults who are interested in graduate programs and furthering their education are our target audience. "e !rst out of home ad will be placed on a movie theatre screen preceding a movie. "is type of ad is bene!cial because it allows for ample viewing time, as well as a readily available, attentive and interested audience. Furthermore, the target will likely attend movies with his/her children, or go to a movie with friends or spouse during the weekends. In addition, these types of ads are locally targetable and reasonably priced. At Marcus "eatres in Madison, movie theatre screen ads are $700/month, up to 30 seconds per ad, running on all 16 screens approximately 500 times per week. "ere is a one-month minimum. "e second out of home ad will be placed in a shopping mall and will consist of a mirror with two hovering graduation caps. One cap is placed lower than the other, so that younger children will enjoy the advertisement by playing in front of the mirror, and will draw the attention of their parents towards the advertisement. Once looking at the ad, the adult will see him/herself as an Edgewood graduate. In other words, this creative marketing strategy will go beyond the traditional information-based materials, and allow the audience to imagine how an Edgewood Graduate education could enhance their lives. It symbolizes the slogan “We know you” by placing the viewer in the actual advertisement, persuading them to visit the website to !nd more information about the opportunities awaiting them. It is important to note that the corporate materials created can also be placed outside of the home in places such as day care centers and workout facilities in order to generate awareness and community interest.

Out of Home Strategy

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Creative Plan "e purpose of the corporate material is to inform businesses in the area of the programs available at Edgewood College. "ey are designed to speak to the businesses and employees, encouraging furthering education and ultimately improving the quality of life and success of the given business. "e corporate materials are divided into two types, one for business and one for employees. "e business materials speak directly about the bene!ts of furthering the education of current employees and what Edgewood speci!cally has to o$er. "e employee materials speak directly to potential students, encouraging them and explaining the bene!ts of furthering education through the Edgewood programs. Speci!cally, there are three emphases for various the positions and subsequent educational opportunities. Education, business, and nursing programs are highlighted separately from one another in an e$ort to directly target the most likely students to enter into those respective programs. All of the copy parallels the “We know you” slogan, by identifying personal characteristics that show we understand the mentality of both targets. Additionally, the materials encourage the “Get to know us” portion of the campaign as well, by encouraging them to learn more about what Edgewood has to o$er. Overall, the purpose of these materials is to inform and encourage the action to take classes at the Deming Way campus. "is information will be distributed in the form of a cardstock info sheet, in the shape of the Edgewood logo, in order to further branding. Many times employers and employees alike are simply uninformed about what is available to them, so these corporate materials are used to plant that theoretical “seed” that can lead to enrollment.

Corporate Strategy

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