Maryville University

1. The project

Maryville University, a private college in the suburbs of St. Louis, Missouri, serves approximately 3,400 students, which includes 1,800 undergraduates, 1,000 Weekend College students, and 600 graduate students. Offering a blend of liberal arts and professional programs, the university prides itself on the transformational effects its strong mentoring relationships and active campus life produce.

2. The challenge

Maryville had recently undertaken substantial brand research, and The Whelan Group’s challenge was to translate these research findings into a compelling recruitment campaign that would (1) raise its profile among both traditional undergraduate students from the Midwest as well as local working adults, (2) increase its residential population, and (3) communicate the benefits of attending a school where strong relationships laid the foundation for a holistic educational experience.

3. The solution

To meet this challenge, we organized the campaign around the theme of “Live Maryville.” This theme drives home the Maryville name and thus builds greater recognition. It also reinforces the tie between attending Maryville and living on campus. Most importantly, because viewbook spreads and collateral pieces expand on the theme, e.g., “Live Ideas,” “Live Boundlessly,” “Live Up to You,” the entire campaign presents Maryville as a way of life and creates a framework for emphasizing every aspect of a student’s experience.