Jumbo identity makeover

Who wouldn’t want to be Tufts – a major university ranked as a “hot school” since the early 1990s? And yet, Tufts found itself with significant marketing challenges: a diffuse image, lack of integration across its varied professional schools and a reputation as a backup to the Ivies.

In 2005, NCM embarked on an extensive research program leading to a comprehensive brand platform for the entire university, both undergraduate and graduate components. The adoption of that brand platform led to the design of a new identity system and school logo. Next was a new generation of admissions recruitment materials. Finally, we developed a marketing campaign for the School of Engineering. The result? Applicants now write admissions essays that explain why they want to be at Tufts, not somewhere else. Quality and yield have increased. The University is coming close to completing its most ambitious and successful capital campaign.