1. We know you.
J445 Creative Plan
Corrisa Bielefeldt
Carolyn Sandvick
Jeremy Vuernick
Nick Dmytrenko
Rachel Yanofsky
Brittany B
Brody
Anna Discher
Rick Maturo
Jaime Flynn
Dustin Bui

2. Table of Contents
Strategic Foundation....................pg. 5
Creative Plan.................................pg. 8
Print.........................................pg. 11
Radio........................................pg. 17
Billboard..................................pg. 21
Online......................................pg. 25
Website Critique.....................pg. 29
Social Media............................pg. 32
Web Video...............................pg. 35
Out of Home...........................pg. 36
Corporate................................pg. 39
Appendix.......................................pg. 43
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4. At Myriad, our messages resonate with in nity
and timelessness. Whether today, tomorrow or
ten years from now, viewers remember Myriad
messages and actively share them with others. e
opportunities for clients to interact are limitless
and purposeful. We aim to deliver on promises
to both clients and consumers and produce
novel messages that demand attention and
consideration long a er exposure. Come to the
other side and see the world through our eyes.
At Myriad, your possibilities are endless.
4

5. Strategic Foundation
Key Research Insights
Institutional Background
Edgewood was established in 1927 in Madison, WI as a Catholic college for women
in the Domincan Tradition. e Deming Way campus on Madison’s west side serves as the
hub for many of Edgewood’s returning adults and graduate programs. It provides easy access,
convenient parking, classrooms, lounges for quiet study or small group work, and wireless
technology.
Edgewood Brand
e Edgewood slogan is “Cor ad Cor Loquitur” or “Heart speaks to heart.” Edgewood’s
mission is to engage students within a community of learners committed to building a just and
compassionate world. Edgewood fosters open, caring, thoughtful engagement with one another
and an enduring commitment to service, all in an education community that seeks truth,
compassion, justice and partnership.
Competition
Graduate and Accelerated Adult Programs: Herzing, Globe, Phoenix, Cardinal Stritch
UW-System: UW-Whitewater, UW-Madison, UW-Stout
Target Audiences
Students are interested in advancing their careers to make meaningful di erences,
getting quality education, staying and supporting the Madison community. In addition, they
seek small class sizes and personal communication between students and professors.
Past Marketing Communication
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6. SWOT Analysis
Strengths Weaknesses
Strong brand and community More expensive than competitors
Personalized educational Currently not uniquely
experiences di erentiated from competitors
Driven student body Lack of uni ed Edgewood brand
Great location, free parking
Opportunities Threats
Increase branding di erentiation Close competition in proximity
and program o erings
Foster community online and in
classroom Online classes changing
community feel
Increase relations with local
businesses to attract new Stigma of adult accelerated
candidates programs
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7. Strategic Foundation
SWOT Explanation
Edgewood College has a strong community and respectable name. Its
smaller classes and dedicated professors provide a personalized experience
and welcoming community. Edgewood also has relevant, accredited
graduate programs based on desired employee quali cations, increasingly
students’ marketability a er graduation. e college also caters to the lives
of working adults through online and accelerated classes, evening o erings,
and its convenient location near the beltline.
At the moment, the graduate program is not uniquely di erentiated from
colleges such as Herzing and Globe. It also lacks brand recognition and
visibility. Additionally, Edgewood’s higher tuition costs deter potential
students from possible enrollment.
Key Strategic Principles
Our main campaign objective is to increase Edgewood’s perceived value
and position in relation to its competition and increase enrollment of high-
quality students to Edgewood’s graduate program.
Our secondary goal is to raise Edgewood’s brand awareness in the Madison
area.
Creative Directives
We will accomplish these goals through messages portraying Edgewood as
a personal, professional graduate school, highlighting its key strengths.
By promoting Edgewood’s community, convenience, and program
relevance, we will e ectively position Edgewood Graduate as the best local
choice for o ered graduate degrees.
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8. Creative Plan
Creative Brief: Campaign Overview
Our campaign features the slogan “We know you.” is emulates Edgewood’s
personable, community-focused learning experience as well as illustrates
Edgewood’s programming. Because Edgewood Graduate understands its
prospective students, its curriculum accommodates to the aspirations and unique
needs of working professionals.
e “We know you” theme has a conversational, yet professional tone, that
focuses on positivity and the audience’s ambition. Our target will identify with
these messages because it speaks directly to who they are and their career
objectives.
is campaign also stresses the role Edgewood College can play to advance
a student’s career, while acknowledging their current accomplishments. By
recognizing their achievements, the audience will perceive us with a sense of
positive familiarity, increasing their receptiveness to our messaging. ese
messages will drive our target to continue their education and enhance their
personal worth.
Creative Brief: Strategic Directives
Target audience
Our target audience is young (average age 33) professionals living in the Madison
area. eir life revolves around their nuclear family, work, and community.
ey are ambitious, dedicated learners, who pride themselves on community
involvement. With this in mind, our campaign focuses on their sense of ambition
and community through need and emotion-based appeals.
We will use geographic targeting to e ectively communicate with prospective
students in the Madison area. We will employ print, out of home, radio, and
online channels to spread our messaging. is will allow us to reach our target
audience whether they’re in the o ce or at home.
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9. Creative Plan
Strategic Directives Continued
Key Product Attributes
e Edgewood Graduate Program o ers a unique experience and should be marketed as such.
ere are several key points that play a role in the strategy and tone of the creative plan:
- A strong, advanced adult education
- Convenient class programming
- A small community with an excellent support system
- An experience tailored to students’ needs
- Accelerated programming and online class o erings
Key Customer Bene ts
ese attributes make Edgewood a prime candidate for those interested in furthering their
education. Our creative plan demonstrates the care and interest Edgewood invests in their students
and illuminates the opportunities available for anyone interested in advancing their career.
Campaign Strategy and Positioning
rough our slogan “We know you” and its accompanied “Get to know us” message, we aim to
construct a message most appealing to our target. “We know you” will di erentiate Edgewood
from lesser institutions focused on hurrying students through the education process without any
community or personal support. It also di erentiates Edgewood from institutions that are too
large to pay special attention to each student. is e ectively illustrates Edgewood’s community,
connection and personalization.
“Get to know us” relieves uncertainty, which is a signi cant barrier for adults re-entering education.
It makes the experience real because the audience is able to envision themselves at Edgewood and
understand the bene ts. Essentially, the tone of the campaign messages will overcome uncertainty
with trust.
Creative Objectives
One of the main goals of the creative campaign is to increase awareness of Edgewood’s graduate
program in the Madison community. We hope to generate curiosity so prospective students seek
out information about the school and its program o erings. We are con dent the experience
Edgewood provides is a strong pull for many adults looking to return to school. We will
communicate to our audience Edgewood’s outstanding student experience, present them with
important enrollment information, and entice them to enroll at Edgewood themselves.
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10. Creative Brief: Campaign Messages
Our print messages use warped body copy to form images associated with the target audience’s
career, giving our ads stopping power. Each print message addresses one of Edgewood’s several
most popular programs. e copy shows key consumer insight by emphasizing personal ambition
while challenging the audience to continue their education. We also incorporate novel inserts
containing more information about the programs, giving our audience the opportunity to carry
the information with them. is medium is meant to increase positive associations with the
college and spur student inquiry.
e use of billboards will yield high frequency, especially in our proposed locations near the
beltline. Billboard exposure ensures future students will see our messages on their daily commute.
e simple, clean presentation allows greater comprehension and readability of our billboard
copy. e billboard copy relates driving terminology to educational ambition in a clever and
appealing way. e Edgewood Graduate logo is prominently featured to increase brand awareness
and link it to our other messaging.
Our banner ads are similar to the billboard copy in that they play o online terminology and
relate it to Edgewood’s graduate community. is clever juxtaposition is meant to highlight
Edgewood’s personal feel. Our online, radio and corporate materials also features the phrase “Get
to know us” in order to link to our website and play o the “We know you” slogan. ese online
ads are meant to drive tra c to the Edgewood Graduate website and raise brand awareness.
In order to reposition Edgewood Graduate as unique from its competitors, our radio ads use
humor appeals that playfully highlight the disadvantages of other colleges while simultaneously
promoting the bene ts of Edgewood. Several of the bene ts we highlight are Edgewood’s
community of students, caring professors, and online options. e music and announcer are the
same in order to establish unity between these messages.
Other media works to e ectively communicate our message. Cinema screens will give potential
students more information on Edgewood Professional Programs in an environment with focused,
prolonged exposure. Additional time will allow us to present more information on our high
involvement product. Mall installations will also provide a venue to increase brand awareness and
present information in novel ways.
Lastly, business handouts will be distributed to corporations that could bene t from sending their
employees to Edgewood Graduate College. e handouts are highly informative and illustrate the
unique advantages of Edgewood. Targeted businesses will include hospitals, schools and o ce
buildings, all involving careers with the potential to advance with further education.
rough this mix of creative media messages, we will successfully meet our campaign goals,
including increased brand awareness, more e ective positioning and raising potential student
interest.
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11. Creative Plan
Print Strategy
e goal of our print messages is to inform potential students about several
graduate programs at Edgewood while demonstrating the college’s deep understanding
of its students. Our target audience is adults seeking to gain a graduate degree in
nursing, education, or business.
e big idea behind our print messages is that Edgewood o ers advanced
programs that help students increase their viability in the job market. Speci cally,
if a student seeks a nursing degree, an MBA or a teaching degree, Edgewood o ers
classes uniquely adapted to the current marketplace. Furthermore, our “We know you”
campaign message is present in the print ads through the empathetic language and tone
of the body copy.
e print ads are text-based with words shaped like items that represent the
various occupations pertaining to the degree. For example, the nursing degree ad copy
is shaped like a heart monitor, the MBA copy forms a neck tie, and the teaching degree
copy is written on the side of books. e audience will be drawn to the bold images
because they are relatable to their career and are visually appealing.
e ad copy also includes insight about the life of the potential consumer in
order to illustrate that Edgewood knows them. By detailing what the consumer’s life
is like, our language and framing will further resonate with them. We also include
motivational messages to drive and inspire the target to continue their education. ese
positive, relatable messages allow our ads to speak to our audience and draw a greater
response.
Additionally, we will place inserts in all three print ads to o er more information
about the degree programs. ese inserts will allow the target to physically and
mentally take the information regarding Edgewood with them, increasing the likelihood
they will reread and share the ad.
e inserts will be strategically placed in order to further capture the audience.
e nursing degree insert will be placed within the heart on the print ad, the MBA insert
will be placed in the dress shirt pocket, and the teaching degree insert will resemble a
bookmark. Clever positioning will draw greater attention to the ad and keep more eyes
on the page.
ese ads t together as part of an integrated campaign where each print ad is
portrayed in a consistent manner. All ve ads feature Edgewood’s school colors, text
in the shape of a relatable object, and an insert containing further information about
the speci c program o ered. Additionally, the look and tone of the copy will remain
consistent with the “We know you” campaign.
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12. Creative Plan
Radio Strategy
e objective of our radio messages is to di erentiate Edgewood’s graduate programs from
competing schools, as well as raise awareness about the unique advantages of Edgewood.
Adults seeking graduate programs in the Madison area are our target audience.
e big idea behind our radio messages is to portray Edgewood as being in-touch with
their target audience’s wants, needs, and values when compared to other schools. In this
way, “We know you” shows how Edgewood relates to students and caters each program to
t their needs.
e scripts feature scenarios where a student attends a school that does not o er a
personable, dedicated community of learners and teachers like Edgewood provides. One
script features an online web class taught by a computer who rushes students through its
program. Another has an emotionally removed professor refusing to answer a student’s
question. Finally, the last script shows a student’s self-absorbed group partner refusing
to help with their project. In each ad, the school does not meet the desires and needs of
the student, and his or her frustration builds. e radio ads conclude with an announcer
providing information on Edgewood Graduate Programs.
All three ads incorporate humor to grab the target audience’s attention and make them
look forward to hearing the next commercial. e humorous but irritating situations will
resonate with the target audience and positively portray Edgewood as a solution to their
problems. To provide additional consistency, the ads all conclude with the same music and
recognizable announcer voice.
e radio scripts highlight the bene ts of choosing Edgewood, while demonstrating how
Edgewood caters to its students’ wants and needs. In this way, the messages t together as
part of the “We know you” campaign, spread across multiple platforms. Furthermore, the
ads will be pleasing to the listener, easy to visualize, and most importantly, memorable,
making the audience want to learn more about Edgewood.
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13. Radio Advertisement: Catered Classes
PROFESSOR: (CHALKBOARD NOISES) And that’s why price is always proportional to
market demands.
JESSICA: Excuse me, professor.
PROFESSOR: Now if we can just move on to…
JESSICA: Excuse me!
PROFESSOR: Who said that? Was it you Doug?
JESSICA: I’m Jessica.
PROFESSOR: Sorry, this class is so big I can’t remember everyone’s name.
JESSICA: Can you go over that last part again?
PROFESSOR: We don’t have time. In this class, we focus on quickness over comprehension.
Just talk to me a erwards.
JESSICA: But I have to go and pick my kids from soccer practice.
PROFESSOR: Come to my o ce hours then.
JESSICA: Um, I work during the day.
PROFESSOR: Looks you’re out of luck then Doug.
JESSICA: I’m still Jessica.
SFX: MUSIC FADES IN
ANNOUNCER: At Edgewood College, we know you. Our average class size for graduate
programs is thirteen students, meaning our teachers will not only know your
name but who you are. We know you’re busy with your career and family, which
is why our classes conveniently meet a er you’re done working. Get to know us
by visiting, edgewood.edu, or stop by our Deming Way campus, right o the
beltline. Unlike other colleges, we’re happy to take your questions.
SFX: MUSIC FADES OUT
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14. Creative Plan
Radio Advertisement: Online Classes
WOMAN: Hey honey. Would you mind watching the kids? I have to take my online class
now.
MAN: Sure thing.
WOMAN: (TYPING NOISES) Okay, here we go. Student name. What was it again?
ree-six-two-four-nine-nine-zero-three-two.
COMPUTER: Good to see you again number three-six-two-four-nine-nine-zero-three.
Pop quiz. What major organ pumps blood throughout the body?
WOMAN: (TYPING NOISES) e heart.
COMPUTER: Congratulations number three-six-two-four-nine-nine-zero-three. You
have now completed our accelerated program. You are now a doctor.
WOMAN: Wait, I paid thousands of dollars for this? I didn’t even learn anything.
COMPUTER: Upgrade now and enroll to become a lawyer, teacher, reman, astronaut.
SFX: MUSIC FADES IN
ANNOUNCER: At Edgewood, we know you. You’re not looking for an online college,
but a college that o ers exible online options. You’re not just paying for a degree
either. Edgewood o ers a real, college experience with engaged professors and a
vibrant student community. It’s the convenience of online without compromising
quality. Get to know us by visiting, edgewood.edu, or stop by our Deming Way
campus, right o the beltline. To us, you’re not a number, you’re a person.
SFX: MUSIC FADES OUT
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15. Radio Advertisement: A Community That Cares
SFX: BELL RINGS. BACKGROUND HALLWAY NOISE.
DOUG: Hey Chad. Did you nish your part of the research paper?
CHAD: Who are you again?
DOUG: I’m Doug. We’re working on a group project together.
CHAD: Oh right. Sorry, those groups can get pretty big.
DOUG: It’s just the two of us.
CHAD: Alright, well I didn’t do that research thing, but you can do it if you want.
DOUG: Well we can work on it tonight, but I have to make dinner for my family in an hour.
CHAD: No can do man. Two-for-ones at the club tonight. You can come if you want, but
you’re driving.
DOUG: Actually I think I’m going to the professor to get a new partner. is two-for-one
project isn’t working for me.
CHAD: Hey man, you can’t spell “success” without “excess.” Right?
SFX: MUSIC FADES IN
ANNOUNCER: At Edgewood, we know you. In addition to earning your degree, you
want to be part of a community of students that care about their education and yours.
We work together to ensure students are a part of a rich, learning environment where
values matter. You’ll feel comfortable working in groups or sharing a slice of pizza.
Get to know us by visiting, edgewood.edu, or stop by our Deming Way campus, right
o the beltline. An education and a community, the best two-for-one.
SFX: MUSIC FADES OUT
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16. Creative Plan
Billboard Strategy
Our billboard ads are meant to raise awareness of Edgewood Graduate
College. We also want to demonstrate the close proximity of the campus and
Edgewood’s personal interaction with students.
ese ads will target individuals seeking graduate programs in the
Madison area. e billboards will be placed strategically along the Beltline
Highway. Since our target takes this road to work, we believe they will have a
good chance of being exposed to our billboard ads.
e big idea behind the billboard messages is that Edgewood Graduate
Programs provide the direction our audience is looking for to further their
education. Each advertisement has a personal tone meant to resonate with the
audience as well as reiterate the “We know you” message.
e hook of the ads is the double meaning in each billboard’s copy.
e copy relates the target’s academic goals to common driving terms and
language. For example, in the ad “You’ve got drive. We’ve got the destination,”
the word “drive” has two meanings; motivation and commuting. is play on
words will grab the audience’s attention and encourage them to head in the
“direction” of Edgewood.
e message is consistent among all three billboards, demonstrating
consumer insight through personal statements such as “You’ve got drive” and
“You’re heading in the right direction.” Furthermore, each ad will display the
Edgewood logo to increase brand recognition and feature the “We know you”
tagline and “Edgewood Graduate Programs” copy at the bottom. ese ads t
together as a part of an integrated campaign through the same personalized
“We know you” messaging, while also depicting the values of Edgewood.
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20. Creative Plan
Online Strategy
Our Edgewood online banner ads are designed to increase click-throughs to
the Edgewood Graduate College website.
e creative messages aim to target individuals interested in graduate
programs in the Madison area. We intend on placing the banner ads on
local business sites in order to best reach our target.
e banner ads are meant to reinforce Edgewood’s valued notions of
community interaction and personalization. In order to get the attention of
the target audience, these messages are portrayed through clever Internet
analogies. For example, on one ad, the copy will read “Our Chat Room.” e
image displayed will be a real “chat room” consisting of students interacting
with one another on a personal level. ese messages will portray
Edgewood as a graduate college of student interaction and community
collaboration.
In order to maintain consistency, each banner ad displays an image relating
the copy to the community message. In addition, they all feature the
Edgewood logo, “Get to know us” tagline, and a link to the graduate school’s
website. In this way, they are well integrated under the “We know you”
campaign theme.
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24. Creative Plan
Website Critique
Edgewood College Homepage
e current Edgewood College homepage can be improved with easier navigation, more relevant
photographs and more intriguing content. In order to distinguish the undergraduate and graduate
programs, we suggest a divided navigational bar including links for both programs in separate
columns. We have also indicated the tabs we feel would be most bene cial to the audience, the
primary focuses in the main navigation bar, and secondary interests on header tabs. A streamline
design provides easy information retrieval and increased engagement with site.
events to draw interest and engagement
of audience
Edgewood Graduate Homepage
By highlighting the link to the graduate page from the home page, we predict increased tra c.
Pictures featured in the header create a personable connection between the viewer and the graduate
program. We suggest a vertical page layout to engage viewers and provide a deeper understanding
of Edgewood history and given graduate programs. Also, including quick links to apply and get
more information will be placed higher on the page, making them more visible and accessible.
attitudes
the previously described homepages.
Edgewood Speci c Program Pages
Graduate program pages should imitate the design used in the Masters of Business Administration.
e well-organized links combined with engaging photos provides an appealing summary of the
graduate program. We do, however, suggest modifying the current color palette, header, and footer
to match the layout of the previously described homepages.
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27. Social Media Strategy
Objective: Increase the online presence and awareness of the Edgewood brand and
more speci cally, the graduate programs available
Recommendations:
platform that is separate from the main Edgewood student body
community when accessing the building is not an option
the campus, so this will increase the sense of community for their experience as
students
loop about what is happening
with similarities to the target demographic and encourage them to follow the
Edgewood account on Twitter
overwhelmed with content directed at the undergraduate program and athletics
more conveniently and e ectively access prime content and learn more about
what Edgewood has to o er
Additional Opportunities:
It would be most bene cial to hire an intern to manage the online presence
of Edgewood’s graduate program. is task would provide bene cial learning
opportunities to a student and also help further the spread of information about
Edgewood. Because content needs to always remain current and of high quality, or
followers/fans will inevitably decline, a student intern could make that the focal point
of their internship, which would be a win-win for both parties.
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28. Creative Plan
Social Media Mock-Up

29. Social Media Mock-Up

30. Creative Plan
Web Video Strategy
e Edgewood College online video o ers more information for the po-
tential student. By showing real students and faculty at Edgewood College,
interested adults can better understand the community of the school. Our
objective with this video is to provide an interactive, viral video with more
information on the type of people who are not only enrolled in Edgewood
Graduate Programs but also those who facilitate and teach the students. is
video will be placed both on our YouTube channel and on our graduate web
page.
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31. Out of Home Strategy
e goal of our out of home advertisements is to increase brand
recognition and awareness, in addition to providing further information to the
target in places they already frequent.
Adults who are interested in graduate programs and furthering their
education are our target audience.
e rst out of home ad will be placed on a movie theatre screen preceding
a movie. is type of ad is bene cial because it allows for ample viewing time,
as well as a readily available, attentive and interested audience. Furthermore,
the target will likely attend movies with his/her children, or go to a movie with
friends or spouse during the weekends.
In addition, these types of ads are locally targetable and reasonably priced.
At Marcus eatres in Madison, movie theatre screen ads are $700/month, up to
30 seconds per ad, running on all 16 screens approximately 500 times per week.
ere is a one-month minimum.
e second out of home ad will be placed in a shopping mall and will
consist of a mirror with two hovering graduation caps. One cap is placed lower
than the other, so that younger children will enjoy the advertisement by playing
in front of the mirror, and will draw the attention of their parents towards the
advertisement. Once looking at the ad, the adult will see him/herself as an
Edgewood graduate. In other words, this creative marketing strategy will go
beyond the traditional information-based materials, and allow the audience
to imagine how an Edgewood Graduate education could enhance their lives.
It symbolizes the slogan “We know you” by placing the viewer in the actual
advertisement, persuading them to visit the website to nd more information
about the opportunities awaiting them.
It is important to note that the corporate materials created can also be
placed outside of the home in places such as day care centers and workout
facilities in order to generate awareness and community interest.
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34. Creative Plan
Corporate Strategy
e purpose of the corporate material is to inform businesses in the
area of the programs available at Edgewood College. ey are designed to
speak to the businesses and employees, encouraging furthering education and
ultimately improving the quality of life and success of the given business.
e corporate materials are divided into two types, one for business
and one for employees. e business materials speak directly about the
bene ts of furthering the education of current employees and what Edgewood
speci cally has to o er. e employee materials speak directly to potential
students, encouraging them and explaining the bene ts of furthering
education through the Edgewood programs.
Speci cally, there are three emphases for various the positions and
subsequent educational opportunities. Education, business, and nursing
programs are highlighted separately from one another in an e ort to directly
target the most likely students to enter into those respective programs. All
of the copy parallels the “We know you” slogan, by identifying personal
characteristics that show we understand the mentality of both targets.
Additionally, the materials encourage the “Get to know us” portion of the
campaign as well, by encouraging them to learn more about what Edgewood
has to o er.
Overall, the purpose of these materials is to inform and encourage
the action to take classes at the Deming Way campus. is information
will be distributed in the form of a cardstock info sheet, in the shape of the
Edgewood logo, in order to further branding. Many times employers and
employees alike are simply uninformed about what is available to them, so
these corporate materials are used to plant that theoretical “seed” that can lead
to enrollment.
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35. E-mail Blast

36. E-mail Blast

37. E-mail Blast

38. Vilas Communication Hall
821 University Avenue Suite 2111
Madison, Wisconsin 53706