A small university with a big heart and a national reputation
Fontbonne University is a Catholic institution located in Clayton, Missouri. While the university has a robust educational program with over 100 highly regarded areas of study, awareness of these offerings was low and there was a desire to push the University’s marketing to the next level. Leadership was committed to repositioning the university and launching an updated Fontbonne brand, but was unsure of what to say and who their primary target audience should be.
Fontbonne selected Dovetail as agency-of-record, and we launched a four-phase approach:
- Qualitative key stakeholder one-on-one interviews with leadership, faculty, staff and students to determine key strengths, equities and opportunities
- A quantitative brand awareness survey of parents and prospective students in the St. Louis metro area
- Development of a refreshed brand positioning and breakthrough brand platform designed to speak to Fontbonne’s most relevant target market in a unique and compelling way
- Launch of an integrated, cross channel branding campaign with a new website, outdoor advertising, radio, social media advertising, search engine marketing and online radio
While our research confirmed that awareness was low, it also indicated a possible solution: prospective students value a small, supportive college environment with rigorous academic programs that prepare them for career success—all areas in which Fontbonne excels.
Dovetail developed a simple, yet powerful, brand platform—SOAR HIGHER. We replaced Fontbonne’s previous logo with a modern and differentiating look, and replaced the unwieldy and sprawling Fontbonne.edu with a fresh, updated website that brought the new brand to life while prioritizing user experience and sales conversion.