Hillel Yeshiva Advertising & Collateral
Client: Hillel Yeshiva
Background: Hillel Yeshiva is a nonprofit Hebrew school system providing outstanding Judaic and general studies to children from Pre-nursery through the 12th grade. They contacted Paul Kiesche Design to strengthen their brand through use of advertising, which developed into collateral, promotions, and a website.
What was the challenge that Hillel Yeshiva presented you with?
Hillel Yeshiva was seeking to increase brand awareness through a push in advertising. The target market for the school is families seeking an excellent Judaic education for their children. The campaign needed to reflect the idea of pre-collegiate excellence in academics as well as the religious aspect of the education. Overall, the aim of the campaign was an increase in enrollment; other objectives included improving the general image of the school, creating a consistent message and brand, attracting development capital, and improving the school’s public relations.
How did you go about meeting that challenge?
We started by creating new and exciting advertisements for the school. These ads included original design, illustration, and copywriting. Each ad was designed to stay consistent with the others, keeping a unified look across the brand. The advertisements were illustrated in a sophisticated comic strip style to attract interest and attention. Since starting, nine advertisements have been created in this style and have run in both local and national publications.
After the start of the advertising campaign, the brand was strengthened by re-designing the school’s website, e-newsletter, and some print promotions. The project was taken a step further by creating a branding guide for the school. The six page guide detailed standards for colors, fonts, interactive and image use and more. Consequently, consistent and correct use of the designs was ensured and the integrity of the new brand would remain intact.
What inspired you on the design of this project?
We aimed at elevating Hillel’s look to appear collegiate. The use of cartoons allowed us to discuss topics in an interesting manner without being as literal as a photograph. The colors chosen helped make the look more sophisticated. Each piece fit into the new look easily, but retained its own distinctive image. Our goal was to step beyond traditional school aesthetics and Jewish tradition, delivering a design that offered more and would being unparalleled results.
How was the project received? What were the results?
The advertisements, which ran in both local and national publications, generated increased interest and enrollment. Fundraising events resulted in an increase in attendance and in fundraising revenues. Hillel has increased budgets for improving the school and new marketing. The new look has generated positive feedback and excitement among the parents and students of the school.
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