Normandale Community College

Normandale Community College Website Redesign Creative Brief

Date: May 21, 2013 Job Number: Norma7- 5214-4

What’s the background? Normandale Community College is a 2-year college located in the southwestern portion of the Minneapolis/St. Paul area in Minnesota.

Normandale enrolls ~ 10,000 students. It offers a curriculum that supports transfer to area 4-year colleges and 2-year programs for immediate entry into the workforce.

Normandale is redesigning their website after recently purchasing the Ingeniux CMS.

What’s the problem? Normandale would like to improve retention and program/degree completion. Key barriers are:

. Some students apply/register late with limited interaction with Normandale personnel prior to starting classes. This tendency results in missed opportunities for Normandale to help them get started off on the right foot with clear direction for how they can accomplish their goals.

. Some students jump in and out of enrolled status due to personal challenges (time and money, etc.).

. Some students plan to transfer to 4-year school but don’t have an organized plan to do so - so they take some classes here and there without milestones and a defined end point. What is the desired result? The new website should provide students with the information and encouragement they need to select the right path and then finish what they start.

Of course, the website should sell Normandale to prospective students, but the emphasis of this redesign is to help enrolled students get more from their enrollment:

. Students should have a better understanding of what programs, degrees, etc. will help them achieve their goals.

. Students should be encouraged to take advantage of the available support (financial, advising, etc.) that will help them overcome challenges to reach their goals

. Students should be encouraged to get involved on campus to get more from their experience

Who are we talking to? Normandale’s typical student …

. Is a recent high school graduate

. Is under the age of 25

. Intends to transfer to a 4-year university

. Lives in the immediate area

Some students are have limited resources and limited experience (1st generation students) with college.

of 8 The audience is also very diverse in respect to race and ethnicity.

While the typical student is under the age of 25, Normandale is interested in attracting more adult students.

What is the general look Modern and feel? Not an old “ivy covered” school - but a modern school that is challenging the traditional limitations associated with community colleges.

Important visuals include nice, clean modern facilities and people/objects associated with the programs and opportunities that exceed what one would expect from a 2-year college.

Approachable (and Diverse)

Visitors should get a sense that Normandale is a welcoming place that provides access and support one might not find at other higher ed options in the area.

Normandale is also accessible in terms of the diversity of its student body – i.e. students from any background can feel comfortable going there.

Important visuals include positive interactions between people with diverse backgrounds. Examples include academic interactions, students interacting with staff, and students working together on projects or just socializing.

What is the one thing this Normandale offers a high quality education content should that is on par with 4-year universities - but communicate? with better support and accessibility than 4-

of 8 year universities and its competitors.

What are the Education differentiators/key selling points? A high quality education with a curriculum that is superior to other area 2-year colleges. Key attributes include:

. A great reputation with 4-year universities as a source of prepared students

. Innovative career track programs like Dental Hygiene, Nanotechnology, Food Science, Hospitality Management, and Engineering Foundations.

Significantly less expensive than 4-year colleges and For Profit schools.

Supportive

A supportive culture that welcomes diversity and provides and encourages access to advising, financial aid and tutoring.

Environment

An enjoyable, safe environment. Attributes include:

. Modern facilities . Safety . Great dining options . Accessible parking

What is the right tone? Legitimate (a.k.a. Brand Personality) This is a legitimate school. Forget about the assumptions you might have about community colleges. Normandale offers great academics and commands a level of respect

of 8 on par with 4-year universities.

Inclusive

Normandale will accept and support you regardless of current or past challenges.

You will be welcome here regardless of your background and will be given an opportunity to thrive.

Empowering

With Normandale’s help, you can achieve what you want to achieve.

Who is the competition Prospects can choose to not go to school or (options)? to stop going to school.

There is some competition from other community colleges (but direct competition is limited due to distance): . Minneapolis Community & Technical College . Inver Hills Community College

ForProfit schools for Career Programs: . Rasmussen College . DeVry . Minnesota School of Business

Local branches of 4-year schools: . University of Minnesota – Twin Cites Campus . Augsburg . Hamline University . Minnesota State University – Mankato

of 8 Page 6 of 8 What is required? Documentation

Normandale has provided a Brand Book on the ProjectHub here, which also lives on the BREI extranet at the location provided below:

Y:\Clients\Normandale\WebsiteRedesign_NOR MA7-5214\Creative

All team members should also read the Website Redesign Strategy in it is entirety.

Logo and Color Scheme

The brand book specifies a primary and secondary color palette as well as the proper use of brand assets such as the current logo.

Tagline

Normandale recently selected a new tagline “Your College, Your Community”

The tagline “Your College, Your Community” is designed to elevate student and community pride in the college.

This relates to how Normandale supports both individual and collective ascension to bigger and better things through higher education.

As part of our brand exploratory, we will determine how this new tagline will be used to deliver Normandale’s position, brand attributes and key features both online and offline.

Technical

Target screen width = 1024 with consideration for tablet users

Limit use of dropdowns to avoid issues with mobile website and other touch-driven

of 8 devices like tablets.

We will create mobile views for each page on the website.

Elements

Round 1: 2 concepts that include a Desktop homepage design, a sample print ads of BREI’s choice, and a mobile homepage design.

Round 2: Up to 9 level design templates – each with a mobile view (18 total designs).

Round 3: Campaign elements – includes

. 70” X 48” Bus Shelter . 144h” X 30w” Bus Kings . Full Page Magazine Ad 8.5” X 11” . Quarter Page Newspaper Ad 4.887” X 10.36” . Facebook Ad . Static Banner Ads (4 standard sizes)

Directional copy for the ads (that can be used for up to one ad) will be provided to communicate direction and demonstrate how the