Master of Fine Arts in Writing at Bennington
Bennington's low-residency Masters of Fine Arts in Writing program was approaching its 20th anniversary year and needed a full evaluation of their brand, communications, and market. The goals were three fold: to position and communicate the program in what was now a crowded landscape of MFA programs; to increase applications to the program; to seam their silo identity with that of the College's full identity and undergraduate brand. In the course of four months they received a full collection of materials, a social media identity and strategy, and an evolved tagline: "Read. Write. Be read."
website & social media
Following their rebranding and positioning, I helped the MFA program bring the same energy, freshness and coherence to their new website and pages. Working with the program's leaders, I helped establish a social media platform and content strategies, as well as a branded identity.
establishing the identity & market
The program had one poster/brochure it mailed to interested students since its founding in 1994. It was a spare in its promotion and put forward a single picture of an empty desk with a pen. The program boasts some of the most renowned writers as its core faculty; has a rigorous but individual structure; and brings students into a deep exploration of the art of letters. The rebrand and materials emphasized these key features of the program and allowed for the greatest flexibility in mailing and cascading communications.
an alumni book poster advancing reputation
I had developed an award-winning and highly recognized "Bennington reads" poster for the undergraduate acceptance package at Bennington. The poster organized all applicant recommended books into their Library of Congress categories. This poster came following the development of the undergraduate poster and organized books published by faculty and alumni of the MFAw program into the program's study categories "Fiction, Non-Fiction, and Poetry". It was mailed to alumni and friends of the program.