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As one of 20 prestigious schools affiliated with Columbia University, the School of Professional Studies (SPS) helps students gain the skills and support they need to advance, accelerate and adapt their careers on their terms and throughout their lives. As SPS expanded its offerings to meet the evolving needs of students and markets, it required a clear strategy and compelling story to reinforce its reputation and reach larger audiences. To guide them on this journey, SPS engaged Additive to help position the School for greater impact and growth.
Key Deliverables
In partnership with Additive, SPS embarked on an initiative to define its academic identity. Through research and extensive conversations with leaders, faculty, staff, alumni, students and partners, we came to a core insight: if Columbia University advances knowledge at the highest levels, then the School of Professional Studies exists to advance knowledge with a clear purpose — to move careers, communities and industries forward.
With the strategy as a foundation, we developed a comprehensive messaging toolkit, which translates what “advancing knowledge with purpose” means and why it matters to SPS’s audiences, both internally and externally. To activate strategy visually, we also evolved and expanded SPS’s visual identity toolkit. SPS’s bright and dynamic visual identity reflects its market-forward approach and the inquisitive spirit of its students, while reinforcing its connection to Columbia University.
With the messaging and visual identity established, we then worked with SPS to activate the new strategy for core audiences. Key deliverables include a modular roadshow deck for SPS leadership, SPS’s Faculty Handbook, Career Outcomes Report, Career Design Lab brochure and 2019 Impact Report. Additive also worked with SPS and our development partner to design and develop an entirely new website for the School.
In partnership with Additive, SPS implemented the messaging and visual identity in the spring of 2018. The new website launched in July 2019, coinciding with the beginning of the 2019-2020 application cycle for SPS Master’s programs. In addition to enhancing its reputation and driving enrollment, the new website provides a simpler, more versatile platform for its Academic Directors, developers and communicators.
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