National Association for College Admission Counseling
Association Rebrand & Content Marketing
The National Association for College Admission Counseling (NACAC) aimed to reinforce and expand the organization’s leadership position to target audiences. NACAC sought out YGS to help the organization develop verbal and visual brand elements that would emphasize and further bolster its position as the ultimate go-to expert on all things related to college admission counseling.
YGS research initiatives including strategic stakeholder interviews and resource analysis. Brand strategy deliverables included a messaging platform, communication audits (digital and print), brand architecture/sub-brand evaluation and specification, parent and sub-brand design elements, and template development. YGS also developed an accessible, usability-focused Brand Standards Guide for NACAC to ensure brand compliance within NACAC walls and with contract communicators and organization partners.
The comprehensive brand-building initiative for NACAC was aimed at positioning NACAC as a leading resource for information for its target audiences. YGS created messaging and visual consistency for the organization to maximize marketing outreach efforts and create cost and time efficiencies for its communications staff.
Check out NACAC’s new logo launch announcement here.
NACAC’S investment in relevant research that directly impacts target audiences is significant; however, leveraging that investment into information that reaches and engages target audiences proved difficult. NACAC partnered with YGS to develop a Content Marketing strategy to position the organization for success through the dissemination of content that strategically reaches, and resonates with members, counseling and admission professionals, students, parents and the media.
Through a strategic content marketing initiative, YGS uncovered topic-drivers and channel preferences for NACAC’s audiences segments so that content can be successfully customized and amortized to increase its value and further position NACAC as the leading, expert voice in college admission counseling. The comprehensive content marketing strategy included audience channel and impact information research, content criteria, content amortization, base content creation and an execution calendar.
NACAC communicators can now quickly and easily customize content by relevance, and distribute it through channels that specifically reach and resonate with distinguished target audiences.