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Mercy College founded almost 70 years ago as a Catholic school for women, continues to serve a critical social purpose in the NYC area - providing a top-notch, private college education to minority and first generation college students.
Mercy came to us with low retention rates and an inability to stand out in the higher education sea of sameness. They needed a distinctive, authentic identity and brand voice that would not only attract the right students and faculty - but would keep them at Mercy, too
We saw a drive and determination in Mercy students unlike any other. This was predominantly a commuter school, many students were working full and partime jobs and raising a family while going to school.
Our strategy was to celebrate and honor the character and determination of Mercy College students. To define the school by the special type of students it attracts.
We summed this up in a line: Mercy College –For those with a passion to get ahead.
While this brand voice program is just beginning to be implemented, it has been approved by Mercy leadership and shared with its students.