Practice Areas

Corporate/B2B

 

Longwood University - Developing a new image and identity

 

Challenge

In 2004, Longwood University in Farmville, Va., hired CRT/tanaka to help the University revitalize its image/identity and increase enrollment in a fiercely competitive college admissions market.

 

Solution

To kick-off the engagement, CRT/tanaka sought to understand current attitudes and feelings towards Longwood among key audiences, primarily prospective students, their parents and current students. Detailed analysis of extensive quantitative and qualitative research showed that Longwood possessed strong market appeals: outstanding academic programs, small campus/rural town setting, great faculty dedicated to teaching students, the opportunity for real world experience before graduation and a growing community.

These findings anchored development of a comprehensive marketing campaign designed to deepen penetration of existing markets. The campaign's theme, "Discover the Power in You", emerged naturally from the research, reflecting Longwood's educational environment and student experience. "Discover the Power in You" guided execution of campaign activities, which included media relations; print and radio advertising; interactive direct e-mail; new admissions materials; a new, interactive microsite (www.whylongwood.com) and an internal brand roll-out campus-wide.

 

Results

CRT/tanaka's work has earned several industry awards from the Virginia PRSA, including Best in Show and three Bronze Medallions for creativity and effectiveness. Additionally, CRT/tanaka and Longwood University were finalists for a 2006 SABRE award.

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