Since the new brand will launch with the introduction of the Admissions campaign in the Fall, EM2 recommended to us the development of an interim microsite to serve as a branded gateway of top-level information about Hope. The microsite can be planned and developed faster to coincide with the Fall Admissions cycle and provide brand […]
Our main priority at this point, having selected a creative concept/direction, is to revise the Admissions campaign for print and electronic communication. The last significant revision of Hope literature for prospective students and parents was in summer 2006. Those pieces received minor revisions each year since then but are due for a more extensive treatment. […]
Taking a look at initial creative concepts may be the most exciting checkpoint in the rebranding process to date. They are the visual representation of all that Hope is and all for which Hope stands. This week we saw the first creative representations of our brand promise and brand attributes. EM2 presented two concepts: Fully Alive […]
We’ve reached a major milestone in the re-branding process: finalization of the Hope College brand promise and a refined set of brand attributes. These outcomes are the result of a long-term discovery and research phase, as well as substantial discussion and discernment. The brand promise is a statement that embodies Hope’s main reason for being: […]
This word cloud represents graphically the most popular words in the survey results that EM2 compiled for Hope in our branding process. The bigger the word, the more frequently it showed up in the data.
As part of the brand development process, Hope has completed a set of perception research studies with the help of EM2, our integrated marketing partner. The results of these studies were shared at a meeting in Haworth open to the college community. If you missed the meeting or are looking for more information, below is […]
Phew! The marathon of firm selection has come to a close and we are extremely excited that Hope has selected EM2, an education marketing firm from Atlanta, to assist us in coordinating integrated marketing efforts on campus. We appreciate their style and believe they can assist us in better and more widely promoting the Hope […]
One of the objectives of the IMC outlined in our previous post was to improve and integrate both the content and design of Hope’s print and online communications. Therefore, a new working group has been formed called the “New Media Redesign Team” or web team for short. This team is comprised of:Jason Cash, AdvancementAndrew Meyers, […]