Lee Clow, the legendary Chief Creative from TBWA/Chiat-Day (creator of Energizer Bunny, Taco Bell Chihuahua and Apple Think Different campaigns) says that he loves telling the stories that brands have to tell. That is exactly what good creative does. And it does it in a simple, elegant way. Whether it is with your web site, your viewbook or your bilboard, you are telling your school’s story. You are communicating your institutions promise.

There are over 4,000 colleges and universities in the US. That’s a lot of promises. In working with college’s across the country and internationally who are communicating with prospective traditional students, adult/graduate students and alumni, we believe that there are three key things to focus on for successful Next Generation Creative. Creative that makes good on your school’s promise in a simple, visually arresting way.

Think Research, Experience, and Outcome:

Research Based Messaging
One of our favorite digital ads that we have seen this year is by Northwest Nazarene University in Nampa, Idaho.

They used the ad on Linkedin. The creative is great because it takes into consideration two of Adult students largest concerns when going back to school, “how hard it will be to complete, and how it will fit into my lifestyle.” This ad does a great job of capitalizing on the benefit of convenience and the strength of the academic program. And it does it in a simple, creative way.
Experience Based Messaging

Showing the experience of the campus rather than just telling students what they can expect makes the experience more real and the aspect of seeing themselves at a specific institution more real. One of our favorite viewbook spreads is Barnard’s “Life on Broadway on a Weekday Afternoon.” Using NYC as the backdrop and the students actual experiences provides a powerful emotional connection for prospects.

Some captions from the spread:

• Carrying balloons to a party for the third graders she tutors at an after-school program a few blocks away.
• Dreaming of a cherry tart from the Hungarian Pastry Shop as she makes her way to the chem research lab in Altschul Hall.
• About to hop on the subway for a quick get-away to the Museum of Modern Art where she knows the exact way to her favorite Jackson Pollock painting (with her Barnard ID she gets in for free).
• Going to Dodge Fitness Center at Columbia for a Barnard African Dance Class.

Outcomes Based Messaging

Polytechnic Institute of New York University’s Discover the Power of Poly Thinking does a fantastic job of taking outcomes of what students will actually experience during their educational experience and in preparation for the future career and brings the outcome to the front of the recruitment process.  NYU’s “I Will Turn an Idea into a Corporation” demonstrates the outcome of what the student may do in a career without saying 90% of our graduates get jobs upon graduation.

Capturing the attention in a real way for prospective adult, graduate, and traditional aged students is never easy. Utilizing the Next Generation of communication and designs best practices with Outcomes, Research and Experience based messaging will make your messaging more effective and clearly state what your school’s brand promise is.