The Power of Place
St. Lawrence University, a top-tier liberal arts college in upstate New York, had a multi-faceted messaging challenge. Studio-e and strategic copywriter Rick Bader took on the challenge.
Like all liberal arts colleges, St. Lawrence must demonstrate the return on investment from a liberal arts education. But on top of that the university faced an additional challenge—its North Country location, less than 20 miles from the Canadian border. Here winters are long and snow falls from October to May. Many at St. Lawrence apologize for their location, describing it as isolated, remote and brrrrrrr cold.
Our research led us to a very different conclusion—SLU’s location was shaping the people and the student experience in highly positive ways. The surroundings provide a year-round venue for academic and recreational opportunities not available elsewhere. Students and faculty alike tap into their full potential and experience authenticity in the North Country.
‘Find your true north’ became a focal point for the message platform we developed, as we helped them turn what many believed to a major drawback into a brand strength.