Saint Louis University: Be a Billiken
Be a Billiken.
I completely lived Saint Louis University's "Be a Billiken" brand for five of my ten years in the university's marketing department. The student recruitment brand was different from any recruitment campaigns that had come before it because for the first time ever, all stakeholders -- undergraduate admission, financial aid, academic leaders, alumni relations, student development and, of course, marketing -- united for one message, one look, one goal. As the creator and guardian of the brand voice, I was in charge of developing all messaging for different points of the marketing/yield funnel and project-managing the portal, commercials, videos, radio spots, social media marketing and campus experiences. I worked with our amazing in-house team of art directors and web developers as well as external videographers and photographers to bring it all to life. After a year of discussion and prep, we finally started pushing "Be a Billiken" in 2008, and it quickly became part of the university culture -- so much so that we had to restrict what campus groups were trying to do with the words and marks, just as we did with the main university identifiers. Our target audiences, prospective students aged 14-18 and their parents and guidance counselors, also responded enthusiastically to the branding. Over the years, we continued to hone and evolve the messaging and presentation through focus groups both locally and in regions where we wanted to expand. Ultimately, we increased freshman enrollment yearly and in 2011 hit the university's record high.
I've included many of the Be a Billiken efforts below, but you can learn a lot more about individual projects by clicking on the folders elsewhere throughout my Behance portfolio.