Willamette University
As the first university in the west, Willamette University needed to embrace it’s heritage to create its future.
Roles: Brand Strategist & Copywriter
Agency: Murmur Creative
Deliverables: Strategy Recommendations, Brand Character, Unique Differentiators, Values, Voice & Tone Guide, Mailer Strategy & Copy, Web Strategy & Copy
Strategy
The Challenge
Like many liberal arts colleges, Willamette University faced the difficulty of explaining the value of a liberal arts education to an increasingly career-focused audience of potential students and parents. As a historic institution, the university also struggled to connect its heritage to the concerns of contemporary students.
The Discoveries
Willamette University had a strong, unique history of innovation and leadership.
Willamette’s liberal arts education uniquely prepares students for the multidimensional industry-crossing careers of the future.
Personal interactions with recruiters were a key reason applicants chose Willamette.
Strong career preparation is no longer about industry-specific skills but about foundations in flexible thinking, problem solving, and collaboration.
The Solutions
Highlight Willamette’s heritage of innovation.
Showcase Innovative Leadership within the Willamette community.
Bring the unique, personalized feeling of visiting Willamette’s campus to web and print materials.
Change the conversation around college career preparation from hard skills to the flexible ways of thinking and collaborating employers actually seek.
Strategy to Creative
Strategy came to life through copywriting for the university’s brand strategy guide, website, and mailers for potential applicants.
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