THE POWER OF STORYTELLING
Noble and Greenough Enrollment Campaign
From the open house to the kick-off strategy meeting, two themes emerged about Noble and Greenough School and the importance of engaging prospective students: 1) The people at the school— from administration to faculty to students—were honest, open to risk, and at times self-effacing. 2) We needed to tell the story of the school to allow people to feel like a part of the community before they even set foot on the amazing campus. Working with Mark Sheehy Creative and the Nobles communications team, led by Director of Communications Heather Sullivan, we developed integrated brand communications that tell the Nobles story as a rich experience—from online to print.
CASE District I Gold Awards
Albany Ad Club Silver
AAF District Silver
The overall yield for admissions the year the campaign launched was 66%, well above the School’s five and ten year average yields, with the most diverse student body in the history of the School.
The theme “This Is My Nobles, Create Your Own Nobles” carries through in the visually diverse oversized viewbook. Knowing that students do not want to read marketing copy, we minimized the institutional voice by putting it on half sheets at the start of each section. And even these have a playful voice, such as this line for academics: “How do you keep your safety goggles from steaming up in the lab?” The stories of the people at Nobles are told through first-person copy and illuminated with photography, illustration, and curated artwork.
Connecting to Social Media
Each section of the viewbook contains a tear-out component tied to the hashtag #ThisIsMyNobles. From a campus map with a scavenger hunt to a cut-out of the school’s mascot, participants can share their reactions on social media to get further engaged with the Nobles community.
The visual direction of the website, viewbook, and search piece connect through the presence of backpacks—a familiar item to any student and one that reflects who the student is as an individual. The final direct mail piece was an envelope with Nobles goodies, including a patch, pencil, sticker, and guide book, inviting the student to start customizing their own Nobles experience. In addition, we developed an advertising campaign with the call-to-action, “Discover Your Nobles.”
Creating an Emotional Experience
Since many people’s acquaintance with a school starts with its website, we knew that creating an emotional experience online was imperative. The team at Nobles created eight videos that captured the essence of the school and people. Among the subjects: a dynamic trip to Cambodia and an informative interview with the director of college counseling and some current Nobles students. The website we designed delivers the videos in a layered environment where the viewer can also read more about the topic, watch alternate videos, or listen to additional audio.
“In the 2communiqué team, I have the best creative partnership of my career. While Kelly’s design aesthetic is what initially drew me, it is the strategic partnership with the whole team that has made me a long-term client. In every project—print, digital, or hybrid—I appreciate the strategic thinking, practical decision making, meticulous project management, and the predisposition to find humor when needed most.”