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Ball State University
- Brand Platform Development - Tagline Development - Admissions Viewbook - TV Spot(s) (advertising and online)
When Ball State University engaged Creative Communication Associates in 2005, the school lacked a strong brand presence in Indiana, where it was the perennial third-choice public institution, after Indiana University and Purdue University.
Following the development of a new strategic positioning platform, CCA created a new University-wide tagline for Ball State. That new tagline, "Education Redefined," has been trademarked and is now featured on the Ball State website, in collateral publications, and on television spots.
The project included the development of a 36-page admissions viewbook, several 30-second television spots, four15-second TV spots featuring successful alumni and current students, and longer-form videos—ranging from 90 seconds to two minutes—based on those spots, these were posted on the University's website.
CCA's rebranding efforts have successfully positioned Ball State as a unique public institution in a category of its own. The new positioning and brand image were received warmly throughout the Ball State community, and the television spots have earned several awards from the Higher Education Marketing Report Advertising Awards.