Hood College

Declining interest among prospective students in attending an all-women's college led to Hood's decision in late fall of 2002 to admit residential undergraduate male students. BMWW conducted internal and external qualitative interviews, focus groups, and other research that culminated in a detailed Report of Findings and market analysis. That led to the development of a long-range branding campaign and marketing plan guiding the implementing of the communications effort. The components of the plan include a comprehensive identity system, recruitment materials, a new web site, branded merchandise, campus banners and signage, radio, media advertising, athletic program applications, alumni relations communications, and numerous other applications

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