Paskill Stapleton & Lord Crafts Dominican College’s New Identity… Every Day

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Dominican College has a New Brand that Emphasizes its Intense Involvement with Students

“Every day Dominican College lives up to our brand,” says Dominican's Brett Bekritsky. “However, it took PS&L’s expertise to make that identity publicly come alive."

Every day, you can see the results of Paskill Stapleton & Lord’s (PS&L) collaboration with Dominican College of Orangeburg, N.Y. It’s on the web, on the Dominican campus, in the College’s enrollment management efforts, and in all of the College’s marketing strategy. And that’s not just because higher education marketing firm PS&L supplied Dominican with their “EveryDay” brand.

Dominican has a new identity, thanks to working with PS&L. Facing an extremely competitive market in the greater New York area, Dominican realized they needed to strengthen their identity, needed to strengthen their name recognition, especially in light of the competition they faced in their own backyard.

In a two-phase process that included extensive research, followed by brand and identity development and implementation (that’s in part where “every day” comes in to play), PS&L built a real and comprehensive new identity for Dominican, based on the fact that the College celebrates achievements every day.

“It’s a really great campaign theme,” says PS&L Principal and Creative Director Jim Paskill. “`Every Day’ embraces the idea that Dominican has intense daily involvement with its students.”

“Every day Dominican College lives up to our brand,” says Dominican Director of Marketing Brett Bekritsky. “That’s because it’s an authentic representation of who and what we are for our students. However, it took PS&L’s expertise to make that identity publicly come alive.”

How comprehensive is “Every Day?” The development was a two-part process, research, followed by brand identification and development.

Following PS&L’s research that included campus visits, interviews, online surveys, focus groups, phone calls – every kind of customer research – the Glenside, PA-based enrollment management consulting firm presented Dominican with an 83-page document that covered everything from their web development and logo to messaging, typography, advertising, colors, stationery, email signatures and templates… even the “look” for Dominican pens.

Since that much information is a lot to assimilate, PS&L, as is the case with all of its higher education branding projects, didn’t just present their findings and then leave the campus. PS&L has been back and forth to Orangeburg several times to work with the faculty, staff and administration on their messaging.

“It’s been very collaborative,” says PS&L Senior Consultant, Enrollment Management and Marketing Dana Evans, making a special note of the firm’s efforts in professional development for faculty. “We went back to present to their faculty; a full day of workshops. When we do branding, we don’t just deliver the messages, we also train the college’s faculty and staff, basically on how to use the messages. Training is very important in brand messaging.

“There’s more to the big picture in brand messaging than just marketing and the website. We do brand messaging differently than many college marketing companies; we just don’t deliver the message, we want to make sure you know how to use the message.”

Paskill Stapleton & Lord is a higher education enrollment management and education marketing firm focused on the long-term enrollment health of our client institutions.

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John Stapleton

Janet Sieff
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