Note-worthy

Walsh College’s ad campaign pads enrollment


Published:

At Walsh College, doodling is a good thing.

A basic yellow legal pad with jotted stick figures has helped double inquiries from students hoping to enroll at the Troy business school.

Some Cliff’s Notes here:

The school’s marketing campaign, designed by Perich Advertising in Ann Arbor, employs the familiar yellow, lined paper with Sharpie-pen type doodles. Basic and instantly recognizable, the campaign has raked in dozens of high-profile awards, including the CASE Circle of Excellence Grand Gold Award for advertising campaigns in 2009. The “Live. Breathe. Business.” campaign, which debuted in 2008, has appeared in print, on billboards, online, and on TV.

Craig Dunaway, VP director of client services at Perich Advertising, says the legal-pad idea came naturally after analyzing market research.

He and his team realized that Walsh students have a serious outlook on life with a strong business focus. Considering that Walsh is the only area school focused exclusively on business, Dunaway says the ad team knew that a serious business campaign would work.

What’s one of the most rudimentary tools in the business world? A yellow legal pad. “It makes sense; it fits with it,” Dunaway says.

Walsh College Chief Marketing and Enrollment Officer John Lichtenberg says that when he began his position at Walsh in 2008, he wanted a fresh advertising campaign that broke away from the consistent trend of higher-education ads that depict “students looking at the camera and smiling.”

In the 18 months following the debut of the legal-pad campaign, Walsh saw a 7-percent increase in enrollment. Now in its 88th year, Walsh says its enrollment has never been so high.

One of the most ingenious aspects of the campaign is its ability to reinvent itself, Lichtenberg says. The simplicity of Perich’s legal pad allows the marketing team to refresh Walsh’s message.

Edit Module
Edit Module Edit ModuleShow Tags

Archive »Related Content

An LGBTQ+ Godsend

With a mission to educate congregations on the importance of acceptance, ReconcilingWorks establishes religious safe havens for queer Lutherans

The Way It Was

Aretha Franklin, 1980

An Hour with ... Carmen Harlan

Broadcast journalist and founder of the Carmen Harlan Collection

God-Given Talent

A local choir sings its way to live television

The Sincere Storyteller

Broadway fans will soon learn, playwright Dominique Morisseau’s work is unapologetically Detroit
Edit Module
Edit ModuleShow Tags

Most Popular

  1. Best Dressed 2018
    Pulling back the curtain on this year’s selection of the region’s most stylish denizens
  2. Keeping Up with Sheefy McFly
    The multitalented visual artist and musician is ubiquitous in the Motor City
  3. Gathering Spot
    Eastern Market restaurant finds its groove after a rocky beginning
  4. Excellence in Care: Beaumont Health
    Hour Detroit presented Beaumont Health with an Excellence in Care Award for this extraordinary...
  5. Food Recipe: Barbecue Mac & Cheese
    Vast Kitchen and Bar executive chef, Jordan Gillis, upgrades the comfort staple
  6. Sanctuary for the Senses
    Castalia in Midtown offers a cocktail experience unlike any other
  7. Excellence in Care: St. Joseph Mercy Health
    Hour Detroit presented St. Joseph Mercy Health with an Excellence in Care Award for this...
  8. Deeply Rooted
    Influenced by their ancestors, Native American artists celebrate indigenous culture through...
  9. The Sincere Storyteller
    Broadway fans will soon learn, playwright Dominique Morisseau’s work is unapologetically Detroit
  10. God-Given Talent
    A local choir sings its way to live television