THE CLIENT
Marshall University
MY ROLE
Senior Copywriter
AGENCY
TWG Plus
THE PROJECT
Marshall University was facing declining enrollment, despite a strong reputation for academics, athletics and campus culture. They needed digital, print and social media messaging that would reconnect in-and out-of-state students and alumni with what makes Marshall unique.
THE DETAILS
I developed campaign messaging that gave new voice to Marshall's history and traditions. I wrote copy across digital advertising, email, print collateral, native content and editorial storytelling, balancing personality, pride and persuasion.
SELECTED WORKS
Marketing Collateral Excerpts
Welcome to Marshall
You might notice something about students and alumni at Marshall University. We’re a proud lot. (That goes for faculty and staff, too.) But we’ve got good reason. For starters, we're named for Chief Justice of the United States John Marshall. He’s the fellow known as the “Definer of the United States Constitution.” (Kind of important, right?) There’s our impressive list of academic options, including more than 120 degree programs. (That’s selection for you.) And then there’s the Thundering Herd. (Need we say more?) The Chief Justice himself would be proud.
Because we’re rooted in West Virginia, we believe in the strength of community. (West Virginians pretty much invented the term “neighborly.”) Anyone who walks our halls becomes part of the Marshall family — the Sons and Daughters of Marshall. We make progress, and history, together.
If you’re new to Marshall, you’ll discover that we’re one of the state’s oldest institutions of higher education. You’ll find history all around you — in the buildings and landmarks on campus and in our rich traditions. It’s this proud history that inspires us to create, to innovate and to achieve our goals. And if you’re already part of the Marshall family, you’ll find this handy guide will give you a few new reasons to keep your head high.
We Are… Marshall.
A New Era for Marshall
It’s easy to pass by statues and memorial plaques without stopping to discover what they’re all about. But the Marshall experience is even more meaningful when you understand the history around you, and the traditions that have come to define what it means to join the Marshall family.
We looked to our rich history to create a new campaign for the university. It’s a campaign that respects our individuality and our unity; that honors our achievements and our challenges; that celebrates our future and our heritage as the Sons and Daughters of Marshall.
The new campaign is rooted in the Marshall University Creed. It’s a creed that compels us, as members of the Marshall community, to strive to exemplify the core values of John Marshall’s character: independence, initiative, achievement, ethical integrity and commitment to community through association and service. That’s a lot to live up to, but we’ve seen how it’s done. It’s what makes us proud to say We Are... Marshall.
THE IMPACT
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Updated and refreshed brand voice and tone for today's audiences
- Created campaign messaging that functioned across multiple channels
- Reconnected alumni and prospective students with Marshall's identity and traditions, driving fundraising and enrollment goals