Crane: Unfold Your Story

Deliverables

Your institution’s story unfolds dynamically.

While print isn’t dead, the way we use it has changed considerably. Digital solutions and social media continue to evolve, requiring not just presence, but strategy. And you’re communicating to more audiences than ever while struggling to make sense of shifting demographics.

We’ll help you sort it all out and package a delivery system that solves your challenges, speaks to your audiences, elevates your returns, and gets things done.

Establishing context

  • marketplace scan
  • overlap analysis
  • demographic research
  • psychographic profiling
  • communications audit
  • admissions tour analysis
  • user experience analysis
  • BEACON analysis

Unfolding

  • institutional audit
  • fundraising audit
  • qualitative investigation
  • quantitative research
  • findings report
  • reflection paper
  • emerging themes
  • distillation statement

Storytelling

  • brand development
  • brand refresh
  • visual identity development
  • visual identity enhancement
  • messaging platform/framework
  • Portrait of a Graduate
  • website design
  • website content development
  • website writing
  • viewbook/introductory/division pieces
  • pedagogical/philosophy pieces
  • audience-specific messaging vehicles
  • internal-facing messaging vehicles
  • print/digital advertising
  • photo shoot planning and art direction
  • video shoot planning and creative direction
  • capital campaign and annual fund materials
  • magazine templates
  • head of school communications

Positioning

  • positioning strategy
  • messaging roll-out
  • first principles for marketing
  • digital advertising strategy
  • direct mail targeting strategy
  • social media strategy
  • print implementation strategy
  • print advertising and placement
  • press releases
  • radio scripts
  • editorial toolkit
  • brand guide
  • design principles

Consultation

  • mission statement workshops
  • process flow analysis:
  • communications office
  • admissions office
  • advancement office
  • staff training workshops
  • basic marketing research
  • board coaching
  • general consulting
  • leadership retreats
  • print facilitation
  • website navigation analysis/recommendations
  • leadership coaching
  • thought partner

Ongoing Partnership

  • digital analytics (website and social media)
  • online user behavior analysis
  • unique visitor tracking
  • post-launch audience surveys
  • across-the-board copy writing