Hiram is in the midst of an exciting rebranding campaign. As we set out to become the country’s model for The New Liberal Arts™ and to increase and diversify our enrollment, we need to expand upon our ability to make strategic and expansive advertising placements to extend the Hiram footprint regionally, nationally and internationally. To do this effectively, it is critical that we reach out to gather feedback from multiple constituents. With this in mind, we hope you will consider the following funding opportunities:
THE PLACEMENT OF THE “I AM HIRAM” CAMPAIGN
Thanks to gifts that came in last year, we have produced a new brand campaign called “I am Hiram.” Now we need to “place” the billboards, print and digital ads, and mailers, in all the right places. This will fund the entire branding campaign in Northeast Ohio and beyond. Donors may fund fractions of the implementation as well.
WAYFINDING & BUILDING IDENTIFICATION
Hiram’s charming vintage signage needs to be updated for readability, accessibility, and consistency on campus. This gift will fund design and implementation of wayfinding signage, building identification, pedestrian wayfinding, maps, and more.
DIGITAL AD PLACEMENT
Expand Hiram’s national footprint through the purchase of campaign display ads, video, and Pay-Per-Click (PPC) advertising specific to individual majors, programs, and the nontraditional adult audience. Ads direct prospective students to a landing page to request additional major-specific information and request a visit or a phone call from an admissions representative.
It is imperative to quickly communicate the substance behind our academic redesign initiative defining The New Liberal Arts at Hiram College to our three-year funnel of prospective high school students. This gift enhances the existing enrollment budget to expand direct mail, video production, freelance writing, and photography to support and expand all enrollment campaigns.
IMAGE & AWARENESS BASELINE STUDY
Before we implement a broad ad placement program, we need to identify our current footprint of awareness and influence. We must gauge to what extent the audience and influencers’ perceptions of Hiram is current and accurate.
The comprehensive academic redesign and emergence of The New Liberal Arts compels us to provide better and more robust channels of communication across the entire faculty, staff, and student community. This effort supports the internal communication necessary to enhance and solidify student engagement and retention in this time of change.
Successful enrollment and retention requires an effective and engaging interactive web presence. This always-evolving need requires us to purchase products and services that will give us a deeper level of analytics to help us shape our online content strategy and drive engagement.
PHOTO SHOOTS & VIDEO PRODUCTION
The 24/7 care and feeding of a website and numerous social media platforms consumes vast quantities of photo and video inventory that must be refreshed on a continual basis. This gift would assist us in providing the content needed to stay abreast of this necessity.
MAINTAIN & UPGRADE THE HIRAM COLLEGE WEBSITE
Current and prospective students and their families live in a digital culture making them high-end users of website-driven content and information. The technological backbone of our website must be able to adapt quickly to change with ever-increasing functionality, interactivity, and mobile connectivity. A gift in this area would help Hiram have the resources to maintain this costly necessity.