A Micro-what?

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 […]

Using the New Brand: Admissions

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. […]

It’s Time To Get Creative

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 […]

Hope’s New Brand Promise and Attributes

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: […]

Another acronym: EM2!

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 […]

Can we get some info, please?

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, […]