Their number one change was to develop an undergraduate campaign to showcase all that Loyola has to offer. In doing so, they wanted to create an engaging and compelling voice for the university that showed off more of who they were beyond any perceptions or stereotypes that followed typical Jesuit universities.
HDC teamed with Loyola to perform extensive on-the-ground research and interviews to develop a position, key messages and build a comprehensive brand platform. HDC created an integrated marketing strategy that combined print materials and a dynamic new website that ultimately defined the look, feel and message across the entire university. Their new content-rich website was organized from a student's point of view, highlighting personal experience stories to build a deeper and more authentic connection with prospective Greyhounds.
The strategy worked. The Loyola class of 2012 set an enrollment record. It was the largest ever—with over 100 more students than the previous year.
- The campaign was well-received among prospective high school students and internal constituents
- The new platform became the foundation for communication materials across campus