Marketing Campaign for the Master of Fine Arts Program at The Ernest G. Welch School of Art & Design
Promoting an Ernest degree program.
PROJECT ROLES
Graphic Design // Print Advertising
Background
The Ernest G. Welch School of Art & Design, located at Georgia State University in downtown Atlanta, offers a challenging and rewarding Master of Fine Arts (M.F.A.) degree program. Students in the M.F.A. program benefit from full tuition coverage, access to competitive fellowships, and guidance from renowned faculty with extensive professional experience. Despite these advantages, the program had long been considered one of academia’s best-kept secrets, overshadowed by well-known competitors such as SCAD, Georgia Tech, and the Art Institutes.
In the summer of 2014, the marketing team recognized an opportunity to elevate the program’s visibility and leverage its unique strengths to attract top-tier applicants. By highlighting the distinctive benefits of the M.F.A. student experience at Welch, we aimed to differentiate the school from other institutions and build awareness within the competitive academic landscape.
The Challenge
The primary challenge was how to effectively market the Welch School of Art & Design’s M.F.A. program in a way that would stand out among established competitors. The school had numerous advantages—tuition coverage, prestigious faculty, and a creative, diverse environment—but needed to communicate these benefits clearly and succinctly to prospective students. The challenge was to craft a message that would capture the attention of the target audience while emphasizing the unique student experience that Welch offered.
The Strategy
Our marketing strategy focused on two main pillars:
Highlighting the Program’s Unique Benefits: We wanted to showcase the distinctive advantages of the M.F.A. program at Welch School of Art & Design. These included full tuition coverage, eligibility for competitive fellowships, and access to experienced faculty. The goal was to present the program as an excellent option for aspiring artists who wanted to develop their creative practice in a vibrant and supportive environment.
Differentiation from Competitors: We aimed to set Welch apart from competitors such as SCAD and Georgia Tech by showcasing the unique aspects of the student experience at the school. We wanted the campaign to reflect the creative spirit and academic rigor that Welch fosters, emphasizing the program’s personalized approach to art and design education.
Execution
To achieve this, we took a strategic approach to the campaign’s design and messaging. We decided to place ads in two of the most recognized print journals within the creative community—Art Papers and BURNAWAY—to reach a broad audience of artists, designers, and art enthusiasts both locally and nationally.
Design Concept
For the design, I chose a minimalist approach to ensure the advertisement would stand out among the cluttered ad spaces in the publications. Our goal was to capture the reader’s attention and communicate the core message quickly and effectively.
Key design elements included:
Tagline: We decided to use a large, punny tagline that would engage the reader while also conveying the essence of the M.F.A. program. The play on words would spark curiosity and intrigue.
Benefits: The ad highlighted the key benefits of the program, focusing on full tuition coverage, eligibility for fellowships, and access to renowned faculty. These points were presented clearly and concisely to make the value proposition immediately apparent.
Imagery: The image featured in the ad was a photograph of the late Ernest G. Welch, a primary donor and former student of the school. The photograph was carefully chosen for its emotional resonance and historical significance to the institution. The placement and size of the image were designed to capture the viewer’s attention and evoke curiosity, symbolizing the creative spirit of the school.
Branding: The school’s logo was prominently featured on a single-color background to maintain a clean, bold, and recognizable design. This simplicity was key to standing out in a competitive market.
Implementation
Once the design was finalized, we purchased advertising space in the latest editions of Art Papers and BURNAWAY. The ad was placed strategically to ensure maximum visibility within the journals and to capture the attention of prospective M.F.A. students, educators, and creative professionals.
Results
We were not able to quantify any conversions from our print advertising at the time. However, we believe the campaign elevated the visibility of the Ernest G. Welch School of Art & Design’s M.F.A. program. By leveraging the unique benefits of the program and crafting a design that stood out in a competitive marketplace, we were able to effectively communicate the school’s value to prospective students.
Key outcomes included:
Increased Awareness: The minimalist yet impactful ad design helped the M.F.A. program gain recognition in the competitive field of art and design education. The campaign drew attention to the unique advantages of the program, including tuition coverage, fellowships, and faculty expertise.
Engagement: The punny tagline and powerful imagery intentionally evoked curiosity among readers, potentially leading to increased engagement with the school’s website and admissions team.
Differentiation from Competitors: The ad successfully set the Welch School of Art & Design apart from its competitors by focusing on the personalized and creative student experience, rather than just promoting academic prestige. This helped position the school as an optimal choice for emerging artists.
Thoughts & Takeaways
This marketing campaign for the M.F.A. program at the Ernest G. Welch School of Art & Design demonstrated the power of strategic, minimalist design and messaging. By highlighting the program’s unique benefits and using creative, thought-provoking imagery, we believe we gave the campaign its fullest potential to successfully capture the attention of potential students and distinguish Welch from its competitors. The campaign ultimately contributed to both awareness and interest in the program, reinforcing the school’s position as a leading institution for art and design education in Atlanta and beyond.
