January 10, 2008
Hall + Partners develops new brand identity for Richard Bland College
Richard Bland College (RBC) needs a new identity. Starting this fall, VirginiaÔø?s only public junior college will transform from a 100% commuter-based campus to a residential college, as well. The transformation is the result of five new residence halls that are scheduled to be built over the next three years, the first two of which will open their doors to college freshmen and sophomores this September. The addition of on-campus housing will forever alter the way this 47-year-old junior college of The College of William and Mary is perceived by the public, how they recruit new students, how they retain current students and, in a nut shell, who they fundamentally are.
“We need to start looking at ourselves differently,” said Dr. James B. McNeer, RBC’s president. “We’re still an excellent college choice for greater Tri-Cities students wanting to transfer to four-year colleges as juniors with Associate Degrees in the liberal arts and sciences, but now we can offer that same opportunity for students across Virginia, the U.S. and even beyond. And the challenge now is to help others see us that way, too.”
To help them with that challenge, the college has contracted with Hall + Partners Communication Architects, a 17-year-old full-service marketing and advertising agency located in Petersburg, VA, just minutes from RBCÔø?s campus.
“RBC really has two tasks ahead of them,” said Dann Hall, president of Hall + Partners. “First, they need to make their current, greater Tri-Cities marketplace aware that the college will be offering on-campus housing starting this fall. This is the easier of the two marketing goals, as this audience, to whom the college has been marketing since they first opened its doors in 1960, is already familiar with the RBC brand and, for the most part, understands the concept of a junior college.”
Hall explained that the second marketing task is a little trickier. Ôø?Outside of central Virginia, not many people have ever heard of RBC or understand what a junior college is,Ôø? Hall explained. Ôø?So our goal with this audience is not only to inform them that RBC now has residence halls, but to educate them as to what RBC is, where itÔø?s located and the value of an RBC education.Ôø?
To begin the marketing and awareness campaign, Hall + Partners first designed a new logo, graphic identity and brand position for the college, Ôø?Explore. Prepare. Grow.Ôø?
“We felt that it was time to change the college’s image from the ground up,” said Dr. Vernon R. Lindquist, provost and dean of the faculty. “We want students, parents and guidance counselors to understand, from the very first moment they see something with RBC’s name on it, that we are a contemporary liberal arts college with high academic standards and a vibrant campus life.”
Next, Hall + Partners used the new graphic identity to create a Ôø?micro websiteÔø? for the new residence halls (rbc-living.org). Separate from the collegeÔø?s main website, this micro-site focuses exclusively on the benefits of being a resident student at RBC and will be used exclusively on all marketing initiatives aimed at filling the first two suite-style residences.
Currently, Hall + Partners is working on transforming the collegeÔø?s main website, rbc.edu, to reflect the schoolÔø?s new graphic identity, as well as working with the administration on recruitment tools to help them with the mission of filling the new residence hall beds this fall.
Established in 1991, Hall + Partners has grown from a small graphic-design boutique to a full service integrated marketing communications agency, creating communication solutions for hundreds of clients in varied industry sectors. The agencyÔø?s client list includes world and U.S. industry leaders in manufacturing, tourism, healthcare, retail, finance, law and more.
In the Tri-Cities area, Hall + Partners has created brand identities and marketing solutions for many familiar businesses, including, Southside Regional Medical Center, The Cameron Foundation, Downtown Petersburg, Inc, J.T. Morriss & Son Funeral Home and Cremation Service, Roper Brothers Lumber Company, Bloom BrotherÔø?s Furniture, Invincia Insurance Solutions, the Petersburg Library Foundation, Southside Pediatrics, SwaderÔø?s Sports Park, The Steven Kent Family Restaurant, Pamplin Historical Park, Petersburg Motors, Becker & Ellington, and more.
H+P rocks. :-)
But you are biased A!
;)