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Enrollment Marketing for Higher Education

Creating art is personal.

Pennsylvania College of Art & Design (PCA&D) engaged in competitor analysis and perception research that prompted a rethinking of what the college had once perceived to be a negative: its small student body and small campus. But these same qualities were precisely what prospective students desired in an art education to foster creativity and passion within a nurturing community. The prospective students’ surveys gave PCA&D permission to own their small.

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PCA&D mobile website on phone

During the 2019 College and University Public Relations and Associated Professionals (CUPRAP) Spring Conference, PS&L partnered with PCA&D for a session that unpacked how branding research ignited comprehensive and compelling collateral, from art advocacy posters, to audience-specific brochures, including an art-publication-inspired student viewbook, to a website redesign for the Lancaster, PA-based institution.

Respect the process.

Showcasing that authentic student experience meant capturing visuals of people engaged and finding their joy as they embrace the PCA&D environment, like the pride and vulnerability of pinning up one’s work; the satisfaction and promise of a private studio space; and the fulfillment and inspiration of a senior show, with a student’s name on the wall. The viewbook PS&L created was recognized with a CUPPIE award.

Working with Paskill, Stapleton & Lord was a great experience. Not only are they aces at pulling everyone together as a collaborative team, they really “get” higher ed. Their ability to dig into the institution and draw out a compelling, authentic story is key to their process. And that story, coupled with strong writing and top notch design was key to our successful outcome.

Barbara Elliott Director of Enrollment Planning, Pennsylvania College of Art and Design