Background:

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Not that long ago, Bryant College was considered by many to be a well-kept secret - a New England-based college predominantly known for its business academics and large commuter-student base.

Ron Machtley, a former Rhode Island U.S. Congressman, took over as president seven years ago with the vision to transform Bryant into a leading, competitive college both within New England and outside the region. By focusing on a core mission to help students achieve their personal best in life and business, and by investing in new buildings, an expanded curriculum, new faculty, and a transformed residential campus experience, Bryant is now known as a leading college among its peers across the nation.

According to the just-released 2003 US News and World Report, America's Best Colleges issue, often used by prospective students, parents, and educators as a benchmark when evaluating colleges around the country, it ranked Bryant twenty-fourth in the North Region in the Masters I category, beating out colleges such as Rutgers and St. Bonaventure.

Bryant felt it was time to strike out and leverage its success by properly positioning and promoting its core strengths.

Issue:
Typically colleges use their campus as a tactical tool to attract new students. While this is an important feature and one in which Bryant has invested heavily over the past half-dozen years, rarely do colleges tap into the complex emotions involved in choosing a college and the emotional (as well as intellectual and practical) value of attending college - to which parents and students can both relate.

Creative Solution:
The Agency explored the parents' affinity drivers to explore the brand possibilities of was best for their child's next stage in life.

Bryant's commitment to a student-centered learning community allowed the entire Bryant organization to help expand the student's ability to achieve in school, but perhaps even more importantly, provide them the necessary experience to succeed beyond college.

"The ad campaign focuses on why Bryant is a special place for students, and how it helps shape the minds, souls, and spirits of their students. A very important part of Bryant's core mission and brand positioning strategy is the idea of developing character in addition to strengthening the intellect is necessary in order for people to be truly successful in life and business. Our approach was to bring out that idea in the advertising to differentiate the college and make the emotional connection with the prospective students and parents," states Jeff Winsper, president.

"Bryant College has a unique approach to preparing students for the business world, in that it provides a total student experience, one which serves them well in life," said Steve Bautista, creative director. "We felt it was important to use actual students in this ad as a way to concentrate on Bryant's focus."

"Winsper helped us take Bryant's communications in a very positive step forward," said Ed Sevilla , Executive Director of College Relations at Bryant College. "We've done a significant amount of research amongst our key constituencies over the last two years, to generate a strong strategic platform for our communications. Very rapidly, Winsper came to understand our brand, our challenges, and our goals as well as we do, and brought a healthy perspective and insight to developing the strategy for the campaign. There was a real partnership in creating this ad - the agency presented a breadth of strong concepts and also listened well to client feedback and instincts. We think the creative is strong, distinct in the category, and communicates our message in a compelling and effective manner."

The ad will appear in US News & World Report, Wall Street Journal and The Boston Globe.