Monmouth University, a private university located along the coast of New Jersey, was looking to revamp their Graduate Studies marketing with a new creative strategy. Not only were their previous materials beginning to contain outdated information, but new in-demand graduate programs were being added to the University’s repertoire.
By treating this project as a comprehensive branding exercise, defining “Why Monmouth University Graduate Studies?” was critical to uncovering the best approach for the campaign overhaul. Understanding who the demographic is, researching what local competition does to promote their graduate offerings, and sourcing inspiration from other successful higher education campaigns helped pave the way for the creative conceptualization, direction, and execution I provided on this project.
Armed with key-learnings, I applied the creative direction to a variety of mediums including print and digital brochures, digital ads, direct-mail postcards, email blasts, and fact-sheets for information sessions. I also helped collaborate on tagline concepts, develop content strategy used throughout materials, present concepts to University stakeholders, manage and delegate work to Junior staff, and proof drafts of materials shared with clients.
Role — Creative Director & Designer