Retooling the Course Catalog
When we began working with our longtime clients at the University of the Arts to create an entirely new creative direction for marketing the Professional Institute for Educators, we realized we had an opportunity for innovation. Because this program focuses on providing continuing education classes for teaching professionals, we decided to place the teachers themselves at center stage. Based upon recommendations from actual positioning research, we emphasized the authenticity of the positive feedback provided by the teachers, who took great pride in being put in the spotlight within their own professional community. The result was a no-nonsense publication that drives home a meaningful message about how this program can impact the careers and lives of these teachers and their students. We think the results speak for themselves.