A New Brand for a Superior Career Education Program
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Watermark Press, RR Donnelly
![ANewBrandForSCEP_2](/sites/default/files/styles/horizontal_card_fallback/public/horizontal_card_images/img-1055x630-ANewBrandfor-SCEP-2.png?h=9101a243&itok=Bx2WEDbV)
The Overview
A Bold, New Conversation
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.
![ANewBrandForSCEP_3](/sites/default/files/styles/horizontal_card_fallback/public/horizontal_card_images/img-1055x630-ANewBrandfor-SCEP-3.png?h=9101a243&itok=J-DX9qlm)
The Details
A Multi-Channel Approach
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.
![ANewBrandForSCEP_4](/sites/default/files/styles/horizontal_card_fallback/public/horizontal_card_images/img-1055x630-ANewBrandfor-SCEP-4.png?h=9101a243&itok=c__oDoA0)
The Results
What Students Care About
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.