UNC Greensboro Graduate School Viewbook
The Graduate School at UNC Greensboro sought to revamp its efforts in recruiting new students by better telling the story about and selling the value of graduate education at UNC Greensboro. In particular, the Graduate School’s administration didn’t believe that current marketing initiatives best portrayed its many applied and innovative programs, and other important and unique features.
The Graduate School tapped RLF to develop a strategy and initial tactical executions. We created messaging and design concepts around several themes, and the school selected “Take Giant Steps” – a recurring message delivered by UNCG Chancellor Frank Gilliam.
RLF and the Graduate School determined that the centerpiece execution would be a digital “viewbook,” replacing its primary print brochure/catalog. We recommended that the School’s story be told primarily through several compelling profiles of student success. We also designed templates, coordinated with the viewbook design, for brief overviews of each Graduate School program.
As these first executions were nearing completion, UNC Greensboro was preparing to launch a new brand. The “Take Giant Steps” messaging theme aligned well, but we adapted the design of both the viewbook and templates to comply with the new branding.
The viewbook and individual program overviews are the primary marketing tools for the Graduate School. Other executions, including a substantial revision and reworking of the School’s web pages, are expected. The viewbook is also being widely shared and promoted within UNC Greensboro as an excellent execution of the university’s new branding.