School is cool.
That?s the message the Institute of World Politics wants to send. And Baltimore marketing firm The Cyphers Agency is helping them send it.
The Institute of World Politics, a graduate school of national security and international affairs in Washington, D.C., went through the process of accreditation in the fall of 2006 and decided a rebranding campaign was what they needed to boost interest in the school.
The campaign consists of new materials, including a catalog and pocket folder, as well as outdoor transit ads targeting government workers who want to further their education.
“We went after the type of people who are consultants to the government but feel like their job isn?t going anywhere and want to further their education,” said Darren Easton, vice president and creative director at Cyphers. “We wanted people who have an altruistic vision of being a part of saving the world ? very highly motivated leadership type of people.”
The first print ad shows the Lincoln Memorial in Washington with the sentence, “Great leaders rarely rest on their laurels until after they make a difference.” The official launch was in fall of 2006, and Easton said that the college is just now starting to see a return on the campaign.
“When you think about graduate school, [the Institute of World Politics] is up against some huge institutions,” said Dave Cyphers, president of the Cyphers Agency. “The school has a good story to tell and they needed us to tell it. The materials we created are doing just that.”
“I think that part of the success ofthis campaign and some of the tone we did use has to do with the state that our country is in right now,” Easton said. “With the war and terrorism, there are a lot of people out there that feel like they really want to make a difference and do something about the state of affairs right now. Being good ad people, [Cyphers] saw that and we seized the opportunity.”
Contact the Agency
» The Cyphers Agency
» 131 Gilbralter Ave., Annapolis
» 410-269-1644
» www.thecyphersagency.com
