Because

One of the five senior colleges in the City University of New York system, Brooklyn College had for years billed itself as a liberal arts college with a unifying core curriculum. But our research led us to a different strategy: Brooklyn College needed to promote its programs if it was to achieve its institutional goals. Loads of programs (more than 150) and goal-oriented students (more than 17,000) to take advantage of them -- these would be the drivers for Brooklyn College’s advance.

Upon agreement on the strategic direction, NCM set to work on a comprehensive implementation plan. We replaced a logo that highlighted the campus clock tower with a fresh, youth-oriented design that would help the college stand out in the brand chaos of New York City. We planned and executed an ad campaign in subway cars and on bus shelters where prospective undergraduate and graduate students congregate.

The admissions brochures and the accompanying ad campaign sell Brooklyn College’s programs to motivated, focused students. The campaign tagline is deceptively simple: Because. It evokes the sense of purpose and desire that leads people to choose this place: Because I want to take advantage of the B.A./M.D. program; I want to become a speech pathologist; I want to publish a novel by the time I’m 25.

Not just a print campaign, the Brooklyn College work involves a wholesale redesign and re-architecturing of the college website and a new virtual tour slated to launch in early 2011. 

Note: If you are interested in Web-forward projects like the Brooklyn College campaign, visit the website of NCM’s sister company, Door No. 2. Door No. 2 features the same services with a more central programming, Web design, and social media orientation.