A BRAND FOR GUSTAVUS

In 2009, Pittsburgh-based marketing firm BD&E collaborated with

Washington, DC research firm SimpsonScarborough

to create an emotional and strong brand position

for Gustavus Adolphus College.

The following presentation is the result of that collaboration.

SimpsonScarborough prepared the extensive research.

Ed Macko (then of BD&E) supplied the creative & strategic vision.

Tony Jaffe wrote beautiful words.

Ed Macko and Terry Clark photographed the community.

Gustavus provided the inspiration.

BD&E still provides work for Gustavus.

Ed Macko can now be found at Elliance, Inc. in Pittsburgh.

www.elliance.com

aha.elliance.com

“As an institution, Gustavus has a difficult story to tell.

And no one has found a way to tell the Gustavus story

all that well.”

(faculty member)

“Gustavus has an ethos of complete humility.”

“Gustavus has an ethos of complete humility.”

“Which isn’t as good as it sounds.”

(same faculty member)

PARENTS OF PROSPECTS

ALUMNI

INTERNAL AUDIENCES

FRIENDS OF COLLEGE

PROSPECTIVE STUDENTS

S C O P E O F R E S E A R C H

PEERS

20 in-depth interviews

2 online focus groups + online survey

4 online focus groups + online survey

10 in-depth interviews

4 online focus groups + phone survey

10 in-depth interviews

G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

Q U E S T I O N I N G

G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

Schools in Midwest and Minnesota

Familiarity with...

Interested in...

Quality of Academics

National aspirations

Religious Affiliation

General Descriptions

Q U E S T I O N I N G

G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

Schools in Midwest and Minnesota

Familiarity with...

Interest in...

Quality of Academics

National in scope

Religious Affiliation

General Description

THE RESEARCH

G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

117 PAGE REPORT

+73 BAR GRAPHS

+8 WORD CLOUDS

=3 DISTINCTIONS

THE RESEARCH

G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

SERVANT LEADERSHIP

Focused less on power, more on people

Leaders as team members

Leadership > Followership

G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

SERVANT LEADERSHIP

“ I don’t think about teachingleaders and I don’t think other faculty do either. But I will say that we certainly create an atmosphere for it.”

G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

SERVANT LEADERSHIP

“ A great leader, at times, needs to take on the role of loyal follower.”

G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

O P E N E N V I R O N M E N T

Express your opinion without constraint or fear

Respect for differing viewpoints

New ways of viewing the world

G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

O P E N E N V I R O N M E N T

“ I’ve learned to have more tolerance. Gustavus is a pretty loving place, everyone feels like they are part of something.”

G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

NON-COMPETITIVE COMMUNITY

Tough academics

Competition is with self, not peers

Students seen as responsible citizens of an involved community

G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

NON-COMPETITIVE COMMUNITY

“ When you think about how Gustavus functions, it’s all about making the world a more peaceful and just place.”

G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

Gustavus students want to know:

“How do I make significance out of my life?

What follows are examples of search and viewbook printed pieces

that explain and emotionalize the brand message.

G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

T R AV E L B RO C H U R E

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G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

V I E W B O O K

(select spreads)

T R AV E L B RO C H U R E

G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

G U S T A V U S A D O L P H U S C O L L E G E C A S E S T U D Y

MAKE YOUR LIFE COUNT.

A short “brand essence” video (Make Your Life Count)

brings life to the brand platform is viewable on my Linkedin page:

www.linkedin.com/in/edmacko