University of Maryland Office of Extended Studies (2007)

Higher Education  |  Integrated Campaign
(Web, Collateral, Advertising)

About the Client

University of Maryland’s Office of Extended Studies (OES) coordinates courses and provides services for the nearly 13,000 students who attend the University of Maryland during the summer and winter sessions. Summer Term offerings include two special programs (the Young Scholars Program [YSP], and Freshmen First). Both Summer and Winter Term offer “general session” graduate and undergraduate classes.
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Challenge

Create a comprehensive, multi-channel, multi-year recruitment marketing and branding campaign to increase awareness of and enrollment in Summer and Winter Terms among key audiences.

Solution

  • Surveyed existing target markets on motivations for attending “non-traditional” academic sessions at the University of Maryland; used findings to develop a comprehensive marketing plan and messaging platform.

  • Created a distinctive brand identity for collateral materials that captures the energy of the programs’ participants and the excitement of exploring new academic and artistic horizons.

  • Designed marketing and recruitment collateral that employs consistent use of the brand identity and messaging to increase recognition of the program among the target audience and further strengthen UMD’s positioning.

  • Implemented an annual media plan that reached multiple audiences through a variety of channels, including on-campus venues, local newspapers, national undergraduate recruitment magazines, etc.

  • Redesigned the Summer and Winter Term websites.

Technology

This site was developed using LMD’s PHP Framework, e2. The site is maintained using a text editor and Markdown (a method of marking up content). Since its launch three years ago, LMD has supported OES providing annual design updates.

LMD recently developed and deployed a Forum that authenticates users against the university’s directory service.

  • PHP 4.3+ & ColdFusion MX 7
  • Oracle
  • HTML 4.01/CSS 2.0
  • Content is edited using a text editor and marked up using Markdown

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