Normandale Community College
Website Redesign Creative Brief
Date: May 21, 2013
Job Number: Norma7- 5214-4
What’s the background?
Normandale Community College is a 2-year college
located in the southwestern portion of the
Minneapolis/St. Paul area in Minnesota.
Normandale enrolls ~ 10,000 students. It offers a
curriculum that supports transfer to area 4-year colleges
and 2-year programs for immediate entry into the
workforce.
Normandale is redesigning their website after recently
purchasing the Ingeniux CMS.
What’s the problem?
Normandale would like to improve retention and
program/degree completion. Key barriers are:

Some students apply/register late with limited
interaction with Normandale personnel prior to
starting classes. This tendency results in missed
opportunities for Normandale to help them get
started off on the right foot with clear direction for
how they can accomplish their goals.

Some students jump in and out of enrolled status
due to personal challenges (time and money, etc.).

Some students plan to transfer to 4-year school but
don’t have an organized plan to do so - so they take
some classes here and there without milestones and
a defined end point.
What is the desired result?
The new website should provide students with the
information and encouragement they need to select the
right path and then finish what they start.
Of course, the website should sell Normandale to
prospective students, but the emphasis of this redesign
is to help enrolled students get more from their
enrollment:
Who are we talking to?

Students should have a better understanding of what
programs, degrees, etc. will help them achieve their
goals.

Students should be encouraged to take advantage
of the available support (financial, advising, etc.) that
will help them overcome challenges to reach their
goals

Students should be encouraged to get involved on
campus to get more from their experience
Normandale’s typical student …

Is a recent high school graduate

Is under the age of 25

Intends to transfer to a 4-year university

Lives in the immediate area
Some students are have limited resources and limited
experience (1st generation students) with college.
The audience is also very diverse in respect to race and
ethnicity.
While the typical student is under the age of 25,
Normandale is interested in attracting more adult
students.
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What is the general look and feel?
Modern
Not an old “ivy covered” school - but a modern school
that is challenging the traditional limitations associated
with community colleges.
Important visuals include nice, clean modern facilities
and people/objects associated with the programs and
opportunities that exceed what one would expect from a
2-year college.
Approachable (and Diverse)
Visitors should get a sense that Normandale is a
welcoming place that provides access and support one
might not find at other higher ed options in the area.
Normandale is also accessible in terms of the diversity of
its student body – i.e. students from any background can
feel comfortable going there.
Important visuals include positive interactions between
people with diverse backgrounds. Examples include
academic interactions, students interacting with staff,
and students working together on projects or just
socializing.
What is the one thing this content
should communicate?
Normandale offers a high quality education that is on par
with 4-year universities - but with better support and
accessibility than 4-year universities and its competitors.
What are the differentiators/key
selling points?
Education
A high quality education with a curriculum that is superior
to other area 2-year colleges. Key attributes include:

A great reputation with 4-year universities as a
source of prepared students

Innovative career track programs like Dental
Hygiene, Nanotechnology, Food Science, Hospitality
Management, and Engineering Foundations.
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Value
Significantly less expensive than 4-year colleges and For
Profit schools.
Supportive
A supportive culture that welcomes diversity and
provides and encourages access to advising, financial
aid and tutoring.
Environment
An enjoyable, safe environment. Attributes include:




What is the right tone? (a.k.a. Brand
Personality)
Modern facilities
Safety
Great dining options
Accessible parking
Legitimate
This is a legitimate school. Forget about the assumptions
you might have about community colleges. Normandale
offers great academics and commands a level of respect
on par with 4-year universities.
Inclusive
Normandale will accept and support you regardless of
current or past challenges.
You will be welcome here regardless of your background
and will be given an opportunity to thrive.
Empowering
With Normandale’s help, you can achieve what you want
to achieve.
Who is the competition (options)?
Prospects can choose to not go to school or to stop
going to school.
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There is some competition from other community
colleges (but direct competition is limited due to
distance):

Minneapolis Community & Technical College

Inver Hills Community College
ForProfit schools for Career Programs:

Rasmussen College

DeVry

Minnesota School of Business
Local branches of 4-year schools:




University of Minnesota – Twin Cites Campus
Augsburg
Hamline University
Minnesota State University – Mankato
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What is required?
Documentation
Normandale has provided a Brand Book on the
ProjectHub here, which also lives on the BREI extranet
at the location provided below:
Y:\Clients\Normandale\WebsiteRedesign_NORMA75214\Creative
All team members should also read the Website
Redesign Strategy in it is entirety.
Logo and Color Scheme
The brand book specifies a primary and secondary color
palette as well as the proper use of brand assets such as
the current logo.
Tagline
Normandale recently selected a new tagline “Your
College, Your Community”
The tagline “Your College, Your Community” is designed
to elevate student and community pride in the college.
This relates to how Normandale supports both individual
and collective ascension to bigger and better things
through higher education.
As part of our brand exploratory, we will determine how
this new tagline will be used to deliver Normandale’s
position, brand attributes and key features both online
and offline.
Technical
Target screen width = 1024 with consideration for tablet
users
Limit use of dropdowns to avoid issues with mobile
website and other touch-driven devices like tablets.
We will create mobile views for each page on the
website.
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Elements
Round 1: 2 concepts that include a Desktop homepage
design, a sample print ads of BREI’s choice, and a
mobile homepage design.
Round 2: Up to 9 level design templates – each with a
mobile view (18 total designs).
Round 3: Campaign elements – includes





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70” X 48” Bus Shelter
144h” X 30w” Bus Kings
Full Page Magazine Ad 8.5” X 11”
Quarter Page Newspaper Ad 4.887” X 10.36”
Facebook Ad
Static Banner Ads (4 standard sizes)
Directional copy for the ads (that can be used for up to
one ad) will be provided to communicate direction and
demonstrate how the
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