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Loyola Marymount University

The Challenge:

To help LMU achieve its strategic vision of being recognized as one of America’s truly distinguished Catholic universities, able to compete for the best students and faculty.

Research and Strategy:

• Reposition LMU based on the combination of attributes that have the strongest appeal to students, prospective students and parents, alumni and faculty.
• THUNDER FACTORY commissioned a comprehensive qualitative and quantitative research project, which determined the LMU attributes that had the most leverage with its target constituencies: academic excellence; strong values (in the Jesuit tradition); and its location in Los Angeles.
• THUNDER FACTORY established a positioning statement, positioning platform, brand vision, value proposition and messaging architecture founded on these three “pillars.”

Execution:

• Theme line: THUNDER FACTORY developed the theme, “Embrace the challenge,” to signal LMU’s higher expectations, standards and aspirations.
• Visual identity: THUNDER FACTORY recommended a complete overhaul of LMU’s visual identity, worked with LMU to select a qualified identity consultant/design firm, provided positioning guidance for the selected firm, and assisted in the final selection of a new visual identity.
• Sponsorship/partnership: THUNDER FACTORY negotiated a sponsorship agreement with local PBS outlets to raise LMU’s profile as an academic leader in the Los Angeles area.
• Website: THUNDER FACTORY developed website content reflecting the new positioning and key messages.
• Advertising: THUNDER FACTORY developed advertising for LMU’s School of Film and Television reflecting a more contemporary style.

Results:

LMU began the rollout of the new identity, theme and messaging at the beginning of the 2003-2004 academic year.