COLUMBIA UNIVERSITY New York, New York

UC BERKELEY Berkeley, California

THE BERKELEY-COLUMBIA EXCECUTIVE EDUCATION PROGRAM

The project: A 20-page recruiting brochure, with tagline.

The challenges: Write copy that high-level executives and entrepreneurs will respond to, while satisfying the needs and sometimes disparate tastes of two academic program offices.

The solution: Stay faithful to the marketing messages, but use the voices of students and faculty to get beyond the academic marketing jargon. Produce a piece consistent with the unique creativity, intensity, and humor heard in those voices.

The brochure is available for viewing and download. The Berkeley-Columbia website drew heavily on brochure copy with added student profiles. The brochure won a merit award and the website a gold award from Admissions Marketing Report.