The higher education landscape has continued to change in recent years, including the need for bold messaging everywhere that our audiences are. Screen usage has increased dramatically over the past decade, with all demographics reading information online, engaging with social media networks, streaming shows, video conferencing, and even attending classes virtually more and more.

Needless to say, Luther has chosen to prioritize sharing our story and brand more loudly and intentionally. After the completion of market research, brand research, campaign concept development, attaining internal buy-in, and external market tests, Luther has implemented a bolder look and feel across multiple channels reaching many different audiences.

Luther College’s new website was launched in August 2022 with this new campaign, after just over a year of dedicated work with mStoner, a Carnegie Company. Our focus in this session will be a review of this process: our new brand strategy, approach to information architecture, and the conceptualization of a new governance policy. Now with two website awards and high marks in user experience, we will share what we have learned, what we would have done differently, and what we’re still tackling as we continue to build on this new foundation for Luther’s marketing and communication efforts.