We felt we had the full attention and energy of the TLG staff and that they worked hard with us to identify the best solution within our budget. They were high energy and engaged, and clearly enjoyed their work.

— Audrey Smith
Dean of Enrollment
Smith College
Northampton, Massachusetts

Featured project: Integrated Marketing Communications

All in the Family

In 2006, Knox College retained The Lawlor Group to develop a new suite of admission marketing materials and institutional web site. Their primary goal: to integrate both offline and online communications and clearly convey what makes Knox distinctive.

Our Approach

TLG’s in-depth discovery process included a site visit; qualitative interviews with students, faculty and staff; an audit of the Knox web site; and additional research.

Our investigative approach was key in helping us distill the unique attributes of Knox’s brand identity and shape distinct brand messages that would be crucial to the creative and editorial direction of all communications.

After completing the discovery process, TLG presented a plan for a new integrated thematic platform that would authentically reflect Knox’s campus culture, which invites engagement and exploration.

The Solutions

Together, TLG and Knox produced fresh content and a new “look and feel” to bring the strategic thematic platform to life within these components of the family of communications materials:

New admissions publications

a viewbook
a travel piece
postcards
an image poster
an athletics brochure
an outcomes brochure
a global perspectives brochure
a student life brochure

Search/direct marketing campaign

an initial brochure and a non-responder brochure
a series of e-mail messages
a web microsite
customized fulfillment pieces

New institutional web site

information architecture
interface design
content development

The Results

The family of Knox communications materials has achieved an integration of look, tone, and messaging that authentically, engagingly, and consistently conveys the institution’s distinctive attributes. Whether prospective students visit the Knox web site, open a search e-mail, or pick up a brochure at a college fair, they experience the same sense of Knox College. And most importantly, it is the impression that Knox strategically projected to them based on a comprehensive brand analysis.