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