SOJ Insider | Marketing Makeover

SOJ, IMC undergo marketing makeover

By Briana Warner

With the goal of attracting the best and brightest students to WVU, the School of Journalism has redesigned its marketing and recruitment materials to focus even more on the student experience.

“We based our new design on the University’s market research that demonstrated what prospective students – and their parents – are looking for in their college experience,” said Kimberly Brown, the School’s external relations coordinator. “With those results and with input from the SOJ’s Advisory Committee, we decided to highlight the academic experience, as well as the caring, close-knit community of Martin Hall.”

The new materials focus on students’ experiences and alumni testimonials, emphasizing the School’s hands-on learning, high-caliber faculty and its small-school atmosphere within a larger university setting.

Designed by Wall-to-Wall Studios, a Pittsburgh-based design company, the viewbook is reminiscent of a reporter’s spiral notebook, features both student and professional photography and is centered on first-hand accounts of students’ experiences in the School of Journalism.

In addition to the printed materials, the School also is revising its website. Through the fall and spring semesters, the School incorporated video profiles of outstanding students and alumni, as well as internship testimonials and links to the school’s multimedia projects. The weekly SOJ eNews, which features upcoming events and employment opportunities, also was added to the website for easy access by current students, alumni and friends of the School.

“Potential students, alumni and industry professionals will see a more direct focus on our people and their successes.”
         - Chad Mezera,
            IMC program director

Other communications pieces are undergoing a similar transformation, including the alumni magazine and the online supplement.

The School plans to revamp its website to reflect the established look of our printed materials and include several new interactive and multimedia features.

In an effort to build enrollment and brand awareness, the School’s Integrated Marketing Communications (IMC) online master’s degree program also has developed new marketing and communication materials.

In addition to several website updates, the IMC program unveiled a new recruitment viewbook, premiered a new logo and produced a strategic direct mail piece. The pieces emphasize the program’s relevant, innovative curriculum and interactive, online community.

“Our marketing developments over the past year have been important because of the great advancement of our program and our brand,” said Chad Mezera, IMC program director. “We know who we are as a program, and our brand needs to reflect our successes instead of our aspirations. Potential students, alumni and industry professionals will see a more direct focus on our people and their successes.”

The IMC program began in 2003 and just five years later has graduated over 97 professionals, has 240 current students and has grown to 31 faculty members.


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