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A New Brand for a Superior Career Education Program

The Paper
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Accent Opaque RE-30 100lb Cover Smooth 

Accent Opaque RE-30 80lb Text Smooth

The Printer
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Watermark Press, RR Donnelly

The Designer
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Micheal Patrick Partners

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The Overview

A Bold, New Conversation

Description

Berkeley City College’s Career Education Program prepares students at diverse life stages with the practical skills necessary to thrive in their careers. It’s a superior program created for focused students. To introduce this precise market position, a nontraditional approach was required to expand the dialogue between the college and prospective students. 

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The Details

A Multi-Channel Approach

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Creative agency Michael Patrick Partners developed a brand communications strategy grounded in Berkeley City College’s culture and values. Marketing tactics included a viewbook, social media, print and online advertising and campus environmental graphics.

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The Results

What Students Care About

Description

Strategic messaging was conceived, design completed and seamless brand management tools memorialized to ensure brand alignment going forward. The result was a clearly defined brand purpose and a value proposition that spoke to each segment of the target audience.