Insights and Inspiration

A brand refresh or update is a multilayered project with various deliverables. (Think logo, viewbook, signage, etc.) One element — the creative platform — is the centerpiece. So what is a creative platform and why does it reign supreme?

As a communications professional, you juggle communicating with different audiences, different messages, different channels, and different timing. Having a solid communications plan is a must. Double that if different people are involved. Experience shows that if you plan your work, and work your plan, you will not only simplify your life, but will become more effective, too.

‘Case for support’ is a centerpiece of a major fundraising campaign. But it’s a phrase with two distinct meanings. A fundraising case for support is a white paper, typically for background use, written by your fundraising counsel. A marketing case for support is an inspiring, outward-facing brochure that tells the story of your need. You need both.

Seize the day! Now is the perfect time to launch a strategic branding refresh for the next cycle of admissions. We know you’re busy, but if you carve out some time now, you can set your school up for an exciting admissions season in the fall.

When you begin a branding and messaging project, the first—and most important step—is discovery.

Effective campaign communication uses a variety of channels to engage donors, including case statements, newsletters, events, videos, and emails. Each targets donors at different stages of a campaign and highlights various aspects of the initiative. A campaign website, or microsite, is a dynamic central hub bringing all of this information together.