Small study abroad office with unique study abroad program locations.
There was no central marketing director. Each program had a manager who did the marketing and promotions for their program only. One large direct mail campaign each fall sent tens of thousands of print pieces to a large, out of date mailing list.
Five study abroad programs each had 3 websites. Information was out of date, inconsistent and hard to find. No clear way to apply for programs.
No consistent branding. Each program had different logos.
From the Horse's Mouth:
Reduced marketing budget by nearly 50% while increasing engagement with target audiences
Create Bard Abroad brand and logo aligned with Bard College marketing efforts
Create one central website for all study abroad programs, for both Bard and non-Bard students
Curate and update direct marketing mailing list. Target only schools which would send students on Bard programs
Reduced brochure size, simplified language, added more photos
Advised on application process structure and CRM
Penny Schouten, Horse's Mouth Marketing LLC
Karen Spencer, Graphic Designer
Bard College Publications Office
Juliet Meyers, Bard College Web Services