The Process
Development of the GOOD GOES FAR Brand Concept
In late 2022, Marketing and Communications began this brand campaign development process by seeking out a partner who specializes in higher education marketing.
The goals were to:
- Create a clear, concise, and compelling brand platform (story)
- Positively position Catawba among its competitive set
- Expand awareness and understanding of the College
- Support Catawba in strengthening the undergraduate, graduate, and online student pipeline
- Help generate pride within the internal community
The brand process included eight phases:
- Research: planning/background + qualitative + quantitative
- Brand strategy
- Brand concepts
- Concept testing
- Toolkit + training
- Asset gathering: photography + video production
- Tools for Enrollment and Advancement
- Launch: external + internal
Our inspiring new campaign will reflect who we are, what we do at Catawba College, and the good we spread to our community, our region, and beyond. We have renewed how we tell our remarkable story and our extraordinary people, which we will do with the passion and prominence our story deserves.
Launching in August 2024, audiences can see the new brand materials throughout the Salisbury, Charlotte, Greensboro, and Raleigh areas on billboards, and public buses, along with social media and the website.
What Catawba is Saying...
I think we’re all excited to see what changes lie ahead with the marketing, but we’re also hoping not to lose what’s at Catawba’s core, which is the people. We are community driven.
My question for prospective students is, ‘Do you want to be at a place that has a sense of purpose?’ Because we want that for you. If you’re not interested, if you just want a job, that’s fine. There are plenty of jobs out there. But we want you to have more.
I would say there’s a little more pride at Catawba right now, a little more investment. There’s a sense that we are connected to the bigger picture.
