Olivet Nazarene University

The Challenge

We were engaged to establish and present a cohesive message, tone, look, feel, identity and brand to all constituencies. We were also asked to deliver and implement strategic enrollment, marketing, advancement and development plans.

Quantum was asked to focus on internal and external constituencies with particular attention to potential prospective students, parents, donors, alumni and friends of the university

The Solution

Research was conducted with current and former students, faculty, staff, administrators, alumni, parents and friends of the university. Additional market research was conducted, along with focus groups and interviews of potential new students and parents, as well as potential new donors and friends of the university to give some shape to the potential for expansion and growth. The university had experienced stagnant new student enrollments, average retention rates, below average alumni participation and plateaued gift incomes for over 20 years. Our challenge was to establish a fresh, compelling brand strategy for a university that was established in 1907, entrenched in it's standard operational procedures and somewhat comfortable with their dated brand.

The Olivet brand visual identity was designed to reinforce and illuminate the key distinctives and advantages that prospective students and parents told us they valued most: A compelling mission, a broad, expansive academic program, a highly supportive approach to student development, a robust commitment to the arts, a thriving, positive athletic program, exceptional internships and job placements, and a stunning campus with easy access to Chicago and the world. We engaged in consensus building across campus and launched an intrusive and empowering campus-wide recruitment effort. We elevated both the language and imagery and built a more aspirational and compelling brand platform with focused text, punctuated by stunning images. We introduced the tagline - "We Believe. You Belong Here." which was a huge hit with all constituencies. We also emphasized the universities proximity to Chicago and focused on outcomes and the success of students at all stages in the process. We delivered a full cadre of collateral materials including a new view book, search piece, campus visit brochure, financial aid piece, parent piece, outcomes piece, student development opportunities piece as well as a full compliment departmental brochures and all of the requisite supporting materials for recruitment and enrollment management purposes. In addition, we delivered a red-designed website and a full suite of development and alumni materials, including campaign pieces, a campaign market-driven feasibility study and a template for the quarterly alumni magazine.

The Results

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