For over 125 years, Goldey-Beacom College (GBC) in Delaware has delivered a quality education at an affordable price. Students here enjoy a close-knit community where a sense of belonging is part of the culture.
A new creative campaign by Paskill amplifies that authentic student experience. Here every student can BEACOM a success.
GBC needed a new, bold and attention-grabbing creative strategy that would help them stand out from their competitors. But like many schools their budget was limited and their audiences’ expectations for compelling content were high.
To understand the GBC brand identity, we started with market research. An environmental assessment revealed how the school is considered among competitors and online surveys, phone calls and focus groups contributed to a deeper understanding of how people feel about GBC.
We learned that GBC has a strong sense of community that focuses on making students feel like they belong. New inspirational messaging would motivate prospects and get them excited about their future with GBC.
The BEACOM concept put the Goldey-Beacom name front and center for better brand recognition. We sent a limited crew for a fun one-day shoot with students that produced a range of assets. Assets that were treated with a blue tint and set in a yellow background to deliver a bold, cohesive look.
We learned what really mattered to students (affordability, proximity to home, career preparedness) and what they liked most about GBC (a small, family-like atmosphere and faculty who care about students’ success). Storytelling is the best way to showcase GBC’s brand identity and differentiators. A series of brand foundations would guide their visual and messaging identity and bring the new creative campaign to life.
The bold new look was infused across additional marketing efforts, including a website redesign. But we’ve also continued to update this concept. Thanks to a couple new on-campus photo shoots, we’ve started to introduce full-color photography into the design.
Our partners at GBC loved the BEACOM concept, and so did their prospects. Since the launch of the campaign
The industry’s largest advertising competition recognized several Paskill higher ed partners for a range of creative including websites, logos and integrated ad campaigns.
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