Building brands that inspire and endure.

Research Strategy Creative Digital

Research Strategy Creative Digital

Asking questions that matter,
on a scale that makes a difference.

Research Strategy Creative Digital

Connecting data points
to deepen, and focus, thinking.

Research Strategy Creative Digital

Telling informed and inspiring stories.

Research Strategy Creative Digital

Reaching new audiences
in powerful ways.

SimpsonScarborough is the data-driven partner for higher education marketers.

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Our Work

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Indiana Tech

The power of brand planning — from changing minds to making an impact

The word “Tech” can be a challenge in higher ed — it often provides a limited impression of what a school is really all about. Indiana Tech is no exception.

Research & Strategy, Creative, Digital

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Virginia Military Institute

Equipping a timeless institution to tell a timely story

In the decade since VMI internally examined its brand, many misperceptions remain. “They only accept men,” for example, or “all cadets must commission in the military.” Of course, neither is true. Here’s how we’re working with VMI to set the record straight.

Research & Strategy

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Northwestern

Research proves brand strategy through replication

How does a well-known powerhouse among our nation’s large, private, teaching, and research institutions develop greater clarity around their story?

Research, Strategy

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Cal Poly

A 117-year old brand, a single year in the branding

California Polytechnic State University, Cal Poly, led its first rebrand honing in on a new identity optimized for web communications and marketing

Strategic Planning, Visual Identity

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Kenyon College

Infusing video and visuals with emotional narrative drives motivation

Escalating tuition and external questions surrounding the value of a liberal arts education magnify the importance of the capital campaign and Kenyon’s role as a leader in private education.

Creative, Digital

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Illinois College

Showcasing the huge value of a small school

Illinois College’s small-town feel and student-focused culture were core elements missing from IC’s digital presence.

Integrated, Strategy, Creative, Digital

We've partnered with over 300 institutions

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Quote

Colleges and universities need insights to inform strategies, seek out what sets their institutions apart, measure their impact, and bring academics along with them on the brand journey.

Elizabeth Scarborough Johnson
Chief Executive Officer and Partner

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What's Trending in Higher Education

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SEO Writing and Higher Ed: Best Practices to Rank Higher and Better Inform Your Audience

Sure, you’ve done the homework. Maybe you’ve even hired a content strategist or SEO specialist. You get your monthly Google Analytics reports. You know this is what you should be doing, but is it effective? Is it doing anything?

Announcements

Announcing the New CEO of SimpsonScarborough

Today, on our 13th Founder’s Day, I am extraordinarily proud to announce Jason Simon’s promotion to Chief Executive Officer of SimpsonScarborough. Jason Simon joined SimpsonScarborough six years ago when we were a team of just eleven. He led the build-out of our creative team, deepened our research thinking, and enhanced our brand strategy and messaging work. Last year, ...

Higher Ed Marketing's Missing Role: The Content Strategist

There's a hole in your org chart. As big as it is, it's incredibly difficult to see because the role has yet to exist. It's a content strategist. Some institutions have content strategists. If they do, they probably oversee website content. Many years ago, when the idea of content strategy began gaining momentum in higher ed, it was strictly a digital function. ...

What Exactly is Website Accessibility (And Why Does it Matter)?

When designing a new building there are laws the architect and contractor must follow to make sure the building is accessible to all people. These accessibility standards can be as straightforward as ensuring the space has elevators and ramps as staircase alternatives; that the width of door frames are wide enough to accommodate wheelchairs; or ensuring handicap stalls i...

The Blind Men and the Elephant

In the closing moments of the 2019 Brand New Conference, Forest Young (global principal and head of design at Wolff Olins) referenced the parable of the blind men and the elephant while recounting his agency’s work on the (in)famous Uber rebrand.

Thought Leadership

What Higher Ed Marketers Can Learn from Peloton (and Aviation Gin)

Just before the holidays, I got an email from a client and close friend who is the VP of Marketing at a small, private college. He wrote: “Just launched this big digital campaign for our one of our graduate programs. Nice strategy, good landing page, fine digital targeting, and it’s generated three form submissions in two months!

Thought Leadership

How to Reach Gen Z, Part 2: Messaging

This is part 2 of our 3 part series on Gen Z, where we share trends, key takeaways, and actionable insights from our research on Gen Z.

Thought Leadership

The Pressure to be Perfect

A few months ago, a client launched their new brand creative, including a new identity system. I spent the better part of two days on Reddit reviewing comments and memes from students on the topic. I was also watching petition signatures on change.org escalate quickly for a few hours, only to watch them screech to a halt less than 48 hours later. All in all, the new ide...

Thought Leadership

Best Practices of Higher Ed Web Design

So you're about to embark on your next .edu redesign. One of the crucial first steps is to know your audiences and to know them well (hint: it's not your administration, faculty, or board.) This will help guide not only the planning and design process, but also give your team clear direction with content generation.

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