Institutional Marketing Samples

Situation

Founded as a women’s college in 1861 by a brewer, Vassar has since become an incredible coeducational research institution, leading the charge in championing the liberal arts. Vassar College has graduated amazing, award-winning, world-changing people across every industry. Unfortunately, Vassar faced two significant challenges when it came to their brand. First, many still thought of Vassar as a women’s college and did not know it has since grown to become the coeducational research institution that it is today. Second, Vassar has always had a culture of creativity and independence. While great aspects of an institution, it meant that their brand had no cohesion or definition. It was a collection of individual creativity that did not meld together in a way that reflected the College. The College was unable to define who they were and what that meant to each of their audiences.

Solution

160over90 was brought in to help create a new brand platform that celebrated individuality and creativity but also brought consistency and cohesion to their story. From our very first visit, we uncovered that when you step onto campus in Poughkeepsie, there’s a sense of beautiful friction that permeates. People are not afraid of coming together to disagree and coming away with greater understanding. Rather than creating a community of like-minded people, Vassar has built a community of unique individuals, willing to explore the edges of tangency, between people, cultures, disciplines, and divides. When we are willing to confront these edges, progress ripples. Incredible things happen. 160over90 leveraged that notion to create a new brand platform centered on the idea that very simply answers “what happens where edges meet?” Ideas collide. Cultures coexist. Perspectives cross. Barriers shatter. Sparks fly. The brand came to life in a series of seminal admissions executions including a viewbook, on- campus signage, and is currently being brought to life in the new Inn & Institute opening soon on campus.

Results

The new suite of admissions materials will be launching for the upcoming recruitment cycle (2021) so we do not have significant numbers to share yet. However, of equal importance, this is the first time in Vassar’s recent history where they have entire alignment of the institution, including buy-in from the President, Board, and leadership across admissions, advancement, and all units

Situation

In early 2017, Colby College was gearing up for a $750 million campaign— the largest in liberal arts education history. Advancement leadership aspired to uncommonly map fundraising priorities to big-picture institutional values: the arts, wellness, civic engagement, global connections. And President Greene planned to further break precedent and go public after just one year in the silent phase. Together, 160over90 and Colby took an educated risk in turning outside of the category for campaign inspiration. And ultimately, what started as a fundraising brand effort cracked the cultural code at Colby, later carrying over to admissions work and student success initiatives and defining Colby on the national stage. 

Solution

To honor the spirit and ethos of Colby, and to recognize timely societal issues and philanthropic trends, 160over90 crafted a campaign narrative and visual system unlike a typical college’s, instead channeling values-based consumer brands for inspiration. The resulting campaign, Dare Northward, nods to the school’s geography, reflects its bold history and upward momentum, and positions Colby at the forefront of national conversations about liberal arts in a rapidly changing global environment.

The campaign brand was conceived and brought to market in just five months—an unparalleled pace in higher education marketing. In continued non-traditional fashion, Dare Northward [and darenorthward.colby.edu] debuted in October 2017 as part of a 10-day Homecoming celebration, culminating in an unforgettable launch event at the Waterville Opera House. A second launch followed in December 2017 in New York City, complete with a lighting of the Empire State Building and appearances at the New York Stock Exchange and on Good Morning America.

2018 was both about inviting the larger community into the Dare Northward movement, and focusing specialized attention on Colby’s most significant donors. 

The College hosted a cross-country event series in which 160over90’s video storytelling complemented live appearances from students and leadership. And to recognize major donors/steward new gifts, 160over90 crafted a dedicated, digital thank-you site showcasing the exceptional impact of gifted programs like DavisConnects.

Beyond fundraising, as a testament to authentic branding, Dare Northward officially crossed over into admissions, helping to recruit Colby’s best-ever classes. We developed a targeted social media strategy for reaching prospective students, and built out a suite of video vignettes to engage prospective students.

Most recently, we teamed up on a vital and historic effort to Pay it Northward for 2020 grads, calling on 30,000 Colby alumni, friends, and parents to secure full-time jobs, short-term projects, fellowships, and volunteer opportunities. 

Results

To date, Dare Northward has raised $625M and supported:

• New financial aid programs to broaden Colby’s reach and open doors to the most qualified prospective students from every background
• Unprecedented student access to research, internship, and global opportunities
• Expansion of curricular offerings and Colby’s research profile
• Expanded arts and cultural programming
• Strategic growth of the faculty
• Colby’s tradition of athletic excellence alongside academic preeminence
• A deepened connection to/revitalization of downtown Waterville, renovating spaces and introducing new residential/retail offerings

Pay It Northward generated 675+ post-grad opportunities and earned Colby major kudos from Forbes and other media for its all-hands-on-deck approach to keeping young professionals’ lives on track, even while the ground shifts under their feet. And as a halo effect, Colby is now ranked #17 among National Liberal Arts College, and has seen a record-breaking number of applications and increasingly diverse student population, year over year.

SITUATION

SSM Health Cardinal Glennon Children’s Hospital has been serving the St. Louis, Missouri community for nearly 70 years and remains the only free-standing, non-profit Catholic pediatric hospital. It provides state-of-the-art care to thousands of children with complex conditions.

But Cardinal Glennon is so much more than just a children’s hospital. Everyone they come in contact with—whether in a hospital or out in the community—feels the “Glennon effect.” Healing that goes beyond just the physical and caring for families is at the core of everything they do. The Foundation at Cardinal Glennon Children’s Hospital engaged 160over90 to develop a storytelling platform that connects the organization’s roots to their vision for the future. The agency was charged with developing everything from the messaging and visual identity to a media campaign designed to get current and prospective donors to see a personal need and connection to Cardinal Glennon that translates into philanthropy.

SOLUTION

160over90 first established an evergreen brand essence centered on the idea of “Our All, For All” – which speaks to Cardinal Glennon’s uncommon and uncompromising commitment to pediatric health care, while also working in lockstep with the Catholic identity of the organization.

Building upon this brand essence, 160over90 partnered with Cardinal Glennon in 2023 to develop the “Devoted” brand campaign. Cardinal Glennon is devoted to finding grace in moments big and small. In birthday parties and swim lessons; in Saturday morning cartoons and Sunday Mass. In the soaring triumphs and the deepest losses. And in the moments that will change a family forever. Because Cardinal Glennon is devoted to a world where kids get to be kids. In all ways. Always.

As part of the “Devoted” brand campaign, 160over90 developed key campaign assets included video content, digital, print, social, environmental, and donor communications.

RESULTS

The awareness campaign launched in September 2023 and has outperformed benchmarks across all major channels and tactics with video content driving the highest click-through rates.

Situation

In 1859, Philadelphia became home to America’s first zoo. Ever since, the Philadelphia Zoo has created joyful discovery by connecting people with animals and inspiring action for wildlife and habitat. 

Today, as one of the region’s leading family destinations and foremost conservation organizations, the Philadelphia Zoo is home to nearly 1,300 animals (many of which are rare and endangered) and educates more than 1.2 million visitors/members annually about animal and environmental conservation.

As part of its 2019 strategic plan, the Zoo set out to heighten awareness of its multi-fold mission; to increase visitation and membership; and to drive donations for innovative programming, world-class exhibits, and immersive experiences. 

160over90 was brought in to first architect a brand narrative that could bridge the gap between current “fun family destination” perceptions and the forward-thinking, change-making, cultural entity the Philadelphia Zoo aspires to be—and then to develop a corresponding fundraising campaign platform. 

Solution

The agency began with an [unusually hands-on] discovery and onboarding phase, complete with extensive Zoo tours and one-on-one animal interactions, as well as interviews with senior leadership, Board members, marketing and development leads, Zoo staff and volunteers, new and longstanding members, and visitors.

Qualitative research led us to this strategic positioning: that the Philadelphia Zoo is a neighborhood entity unlike any other, where humans and the wild coexist and where world change is sparked. A visit to the Philadelphia Zoo is an experience that changes the way people see, enjoy, and appreciate the world. And by plucking families out of their scheduled, screen-focused routines, the Zoo shifts perspectives, providing a refreshed appreciation for [wild]life and for one another. In short, “the Zoo changes you.”

This manifested in a brand platform, “Wild Awake,” that invites members and visitors alike to help make the Philadelphia Zoo the most innovative Zoo in the world, where coexistence of animals, people, and nature is respected and celebrated. 

Results

160over90’s branding efforts are helping to keep the Philadelphia Zoo top of mind with members and visitors, and to solicit ongoing support—especially during the pandemic, which created serious financial strains on the organization while doors were closed for a number of months.