Stonehill College Brand Research and Development

STEP 1: Research Key findings Stonehill is delivering on the following areas that prospects want: Variety of majors Strong academics Opportunities/achievement and success Consistency and reliability of the educational experience Supportive faculty Community Sports Beautiful campus

Challenges revealed: Boring/dull reputation Remote location Expensive Not diverse Low awareness (Stonehill is under-recognized for its distinctions) Prospective parents and students are more focused on outcomes – business skills, good jobs, employment rate – than on the values of a liberal arts education The internal community values attributes that prospective families can’t identify with such as social justice, strong character and fun campus life

Recommendations: Raise awareness Highlight academic excellence in terms of critical thinking and writing as being crucial to post-graduate success Aggressively and proactively address desire to see outcomes data Increase/promote diversity Promote campus life and value of being close to Boston, Providence, NYC Promote aspects of the College that are intangible but critical to the value of a Stonehill education (compassion, integrity and courage)

STEP 2: Develop a brand platform based on research findings There are two key principles of branding: differentiation and integration. “Differentiation” refers to the need for messages that distinguish an institution from its competitors. “Integration” involves communicating differentiators with consistency across departments. Many colleges and universities operate with a fragmented marketing strategy; one that involves each individual department or school implementing its own tactical-level communication with no institution- wide plan (or sometimes even unit-wide plan) guiding daily decisions. A coordinated plan can be implemented to help key stakeholders understand and appreciate what Stonehill has to offer.

Step 3: Build community support Present and tweak messages as needed Step 4: Develop an integrated marketing plan and strategy Visual brand (colors, type style, photography, video) Tone and personality Key messages Strategy and tactics to reach college marketing goals

Step 5: Develop creative work and launch brand A significant increase in visibility does not happen without significant investment of resources to promote the brand: Stonehill website, Web advertising and retargeting, social media campaigns, billboards, TV, radio, newspapers, print media, public relations Making an impact outside of New England will require a greater investment First year of launch will require greater resources, lower costs in following years Internal support for a great launch creates excitement among the current community and among alumni if done correctly

Stonehill College Brand Message and Pillars