Brand Development

Situation Analysis:

Tarleton State University’s Mayfield College of Engineering has experienced rapid growth in enrollment, resulting in a need to refine its brand strategy to strengthen its market position. While Mayfield College of Engineering (MCOE) was effective in attracting students, a focused marketing and communication strategy was deemed crucial for enhancing visibility within the competitive landscape. To achieve this, the college partnered with The Service Shop Marketing Agency to elevate MCOE’s brand identity, create a cohesive messaging strategy, and help develop, then execute the college’s marketing plan.



Approach:

To address Mayfield College of Engineering’s challenges, we utilized our three-step Discover-Build-Confirm process. We sought to revitalize the college’s visual identity and brand messaging, to drive lasting brand growth. The Brand Development process began with in-depth research to understand the target audience, competitive landscape, and MCOE’s objectives. Subsequently, we partnered with Mayfield’s leadership in a two-day workshop to define Brand Fundamentals and Key Messaging Mechanisms. This foundation was paramount in the development of a refined brand identity, featuring a captivating visual representation and compelling messaging.



Results:

· Robust Brand Foundation: The Service Shop developed Brand Fundamentals, Key Messaging Mechanisms, and a cohesive messaging strategy, providing a clear and consistent message to support the college’s growth.

· Distinctive Visual Identity: A unique creative approach was designed, seamlessly aligning with Tarleton State University’s brand while establishing MCOE’s own distinct presence, enhancing recognition and differentiation.

· Comprehensive Marketing Assets: A suite of impactful marketing materials was created to ensure consistent and professional communication, resulting in a unified and impactful brand experience and enhanced market presence.

Through strategic planning, creative innovation, and cohesive communication, Mayfield College of Engineering’s marketing and communications are being transformed into a powerful and impactful brand.