Objective:
Linfield University is a private liberal arts college that has a reputation for providing students with experiences like hands-on learning, community engagement opportunities, and a more personal approach from professors. Linfield reached out to our team, mentored under HUB Collective, looking to revamp their seasonal mailers by building an informational framework that lands better with potentially incoming students and applying the framework into a Spring mailer.
Methods:
Content Audit
Framework Building
Implementation: Framework Formula Guide/Print Design
Collaborators:
Courtney Crook, Paige McGuire, Juan Ponce, Emma Reeve, Comet Robinson
Phase One: Brand Breakdown
Dissecting Linfield:
Starting with the brand values, tone words, and student needs of Linfield University, the team spent time piecing together how they tied together, and how these connections could be used to create a formula for seasonal mailer content. The Ideas were really big and abstract at first, but after reviewing our thoughts with the client we landed on one concept that interlocked Linfield's brand values, tone words, and student needs all together.
The Winner!
Phase Two: Information Sorting
The Big Audit:
With the new formula in mind, the team began to search for what information needs to be in the new mailers. After interviewing Linfield students and conducting a content audit on Linfield's printed materials from the previous decade, we were able to pick apart and identify the most important evergreen and rotational information.
A small part of the audit process
Phase Three: Application
How It All Works Together:
With the new information formula established, the team split the mailer's content up to create the brand new mailer paired with an information breakdown explaining what was and was not working in the old mailers and how the new mailer templates ties into the formula. I focused on the Featured Events and Events Calendar section of the Spring/Summer mailer.
Evergreen Featured Events
Rotational Events Calendar
Evergreen Page
Evergreen Page
Rotational Page
The Final Mailer:
The final Spring/Summer Mailer is comprised of the whole teams spreads with a mixture of evergreen and rotational content.