Bismarck State College

Client since 2008

Situation

In 2008, Bismarck State College lacked a clearly defined image, though it had distinct features that made it unique from other community colleges in North Dakota.

Objective

Odney was hired to create a strong brand identity and increase awareness of BSC’s unique attributes. The ultimate goal was to retain and expand enrollment, increase participation and fundraising through their alumni, and raise support for BSC throughout the community.

Strategy

We positioned BSC as “Beyond” because BSC is more than a place to get an education.

'Beyond' communicates that BSC is a place where students can envision their futures. It’s not just about getting a degree, but what that degree will mean for their lives.

Tactics

We developed a logo, positioning statement, and TV, radio, print and outdoor ads that show students discovering their 'Beyond' in a variety of technical and transfer degrees.

We also created brochures and collateral materials that provide more information about BSC’s degree and certification programs.

The 'Beyond' campaign has since been expanded to BSC’s energy programs and programs for military service members.

Results to date

20%

increase

in the number of students planning to attend BSC

16%

increase

in top-of-mind awareness of BSC

42%

increase

in applications since 2010

Identity Design

We developed a logo, as well as TV, radio, print and outdoor ads that show students discovering their “beyond” in a variety of technical and transfer degrees.

Video

BSC also wanted to use the “beyond” campaign to expand the marketing for their innovative online energy programs to the energy industry, potential energy students and military service members. Both the energy and military marketing have embraced “Energy for your beyond” as a promise to a rewarding future. Odney has created new websites, videos, collateral materials and online banners for military and energy. The energy program has also used more traditional mediums of TV, radio and print to reach a regional audience.

Print Ads

We also created new brochures and collateral materials that offered more information on the programs BSC offers. All materials led back to a landing page that coordinated with the “beyond” campaign.

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