Case Study: Loma Linda University Launches New Branding Campaign
“Who are we?” If you were to ask the average young adult that question about your institution, what would they say? If you’re unsure, it may be time to plan your next branding campaign.
But what is a branding campaign, and what does it look like for enrollment marketing?
Read on to learn about this topic in general. Then head to the case study page for a detailed example of how we put one together for Loma Linda University.
Branding Campaign: An Oxymoron?
I know what you’re thinking. A brand and a campaign are separate things, right?
Usually, yes. Creating or communicating a brand, or the practice of branding, is not the same as a marketing campaign.
- Your brand is who you are as an institution. Branding is establishing or reestablishing identity over the long term.
- Marketing campaigns communicate what you do, the programs you offer, etc. They drive audiences toward action in the short term.
This makes the term “branding campaign” seem like an oxymoron.
Which is it? Are we creating designs and crafting messaging platforms that communicate your core identity for the long term? Or are we executing a short-term strategy to drive audiences to a specific action?
As you’ll see when you read about our work with LLU, sometimes it makes sense to blend core identity expression (branding) with tactical strategy (campaign).
