The space for creative higher education was becoming more crowded and competitive. Columbus College of Art and Design (CCAD) was looking to reinforce its current market position and recruit attract top talent. CCAD was looking to expand their campus. CCAD was looking for cost-effective ways to attract new students, working professional students and reenergize their existing student base to breathe to improve student retention rates. CCAD wanted audiences to understand who, what and how it can make a difference for them personally and professionally.
Baker Creative performed qualitative and quantitative research to capture our demographic sentiment and identify key messaging. Our demographic base included new students, professional students, faculty, existing students, alumni and high school counselors. The assessment and a creative strategy provided the ”why behind the buy or not to buy”. They have created a variety of vehicles such as print ads, campaigns, environmental graphics, special event promotions, presentations and art direction for broadcasts. The research resulted in the brand understanding their core demographics better. The key messaging goal was to have more relevant conversations to foster more interest in student enrollment.