hudson valley community college
To create a brand that resonates with multiple audiences and brings forth the core values and spirit of this top-rated community college.
Using our PURPLE process, we developed a new positioning for Hudson Valley which included the tagline, “Be bold. Be a Viking.” The headlines in all the executions invite the viewer to forge their own path by being “smart,” “involved,” “successful,” etc. The campaign is multi-level and multi-media, targeting a broad audience through mass media such as TV, radio, outdoor, while also targeting more focused audiences through digital, social and mobile media. An internal marketing component was created to encourage brand advocacy through current students and staff.