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The Importance of Commitment and Partnership between Client and Consultant
With more than 88 colleges and universities in the region, Delaware County Community College is faced with heavy competition for new and returning students. Therefore, addressing the school’s outdated brand identity and current advertising became a top priority. As a result, S&W’s role with the school become an integrated partnership, serving as both campaign counsel and the College’s marketing agency of record.
To accomplish our goals, Schultz & Williams called upon three strategic partners—Allied Pixel (technical partner), Leapfrog Advancement Services (creative partner) and Mayo Seitz Media (mass media partner) – to help make the vision a reality. This gave S&W the ability to oversee and manage a strategic process ensuring a continuous and smooth overhaul of the College’s brand identity and a solid bridge to developing future marketing campaigns.
The newly structured team created a positioning statement, key messages, a revised “current” logo, a tagline and a “Graphic Style and Standards Users’ Guide.” In addition, all of the College’s publications were redesigned and an awareness-marketing campaign was executed; the campaign included TV commercials, direct mail, outdoor, place-based, online and display advertising.
Phase I of our efforts was designed to build “awareness” of the College as “all things to all people”—a perfect stepping stone to the next phase of our communications plan.
Because of the College’s commitment to maximize its rebranding investments, we were able to start planning Phase II of our marketing strategies while simultaneously executing the first phase of our plan. Phase II included building a new “branded” website and executing a call-to-action campaign targeted to the College’s bread and butter—traditional students.
The College’s new website, enhanced brand identity, strategic marketing campaigns and high communications standards ensure that prospective students and the public at large experience a very competitive higher education option for residents of Delaware and Chester counties.
Building a strategic and successful marketing campaign is a long process. In this case, it could not have been accomplished without the commitment and foresight of Delaware County Community College’s leaders to ensure their investments in rebranding and marketing are effective in the long-term. Too often organizations complete Phase I—the branding phase—and then change course, losing the continuity and momentum they need to realize enduring success.
Schultz & Williams is a national consulting firm based in Philadelphia providing management, fundraising and marketing consulting for nonprofit organizations, along with full-service direct marketing, database and creative/production services.