Brand Discovery: 

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About Yale School Of Arts:

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• Yale School of Art is an Ivy League school that offers a degree in Master of Fine Arts to graduate students. They offer courses like painting, film making, color theories and provide intense training to artists, painters and designers. They cultivate and appreciate the talents and skills by providing students a design studio, artist type environment and design facilities.

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What We Do:

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• Yale School of Art offers graduate degrees in Master of Fine Arts (MFA) in Graphic Design, Painting and Print Making, Photography and Sculpture. It also provides graduate courses in Filmmaking/Video and interdisciplinary workshops for Critical Practice.
   

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Who We Are: 

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• Yale School of Art is an Ivy League art school in United States for graduate degrees and certification. It is the best school for Art students who want to take up Art and Design as their full-time career.

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Brand Reputation:

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Past Brand:

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• Yale School of Visual Arts opened in 1832.

• Yale school of fine arts was the first institution in the country to offer higher education in Drawing, painting and art history.

• 1959 school of art and architecture became graduate professional school.

• In 1972, School of Art and School of Architecture became two independent schools with separate deans.

• Samuel F.B.Morse father of dots-and-dashes, American songwriter and composer Cole Porter, Former President Bill Clinton, Hilary Clinton, Former President George.W.Bush, Actor Meryl Streep, Indra Nooyi CEO of PepsiCo are notable alumni who make Yale a prestigious and Ivy League institution.

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Current Brand:

 

• Yale school of art is a prestigious Ivy League institution with undergraduate and graduate courses in art.

• It is fiercely competitive to get a seat in the school of art since there are thousands of applicants and only 65 applicants are selected for the program.

• Yale school of art is the best school for artistic fame and recognition.

• Yale school of art offers meaningful connections, conversations and highest level of training in art and design and is best in the country.   

 

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Future Brand:

 

• Yale School of art will develop new programs, refresh curriculum

• To provide seamless campus environment and facilities to leaders, innovators, entrepreneurs and pioneers in all fields of society.

• To provide scholarships in art and design for students with great work irrespective of their financial background.

• To share Yale’s intellectual assets with the world and create leaders of the future who bring in new levels of art and class.

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Target Audiences:

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Primary:

• Primary (60%):

• Professional art students with degrees in visual/graphic design in USA.

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Secondary:

• Secondary (30%):

• Smart, hard-working and career-minded students in the field of art and design from all over the world, International students.

 

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Tertiary:

• Tertiary (10%):

• Best education professionals like Deans/ Professors/ Coaches/Office/Administrative staff.

 

 

NOTE:

There can be donors who would be interested to fund the institution who may not necessarily be the alumni.

 

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High-level Goals:

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• The best art and design students that will make notable contribution in the field of painting, sculpting, print making and design.

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• Get the highest level of faculty who can mold talent to reach new heights.

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• Provide excellent environment and facilities to the faculty and students on campus at all times.

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• Lead the art and design field by example.

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• Strive to be the best art school for higher studies in the country and the world.      

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Unique Value Proposition (UVP): 

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• The number one factor that makes Yale school of art so unique is its Ivy League reputation and it’s the best art school for higher studies in the country. Alumni include Noble Laureates.

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• The number of professional and highly skilled faculty is more than the talented and committed students that helps the students to gain knowledge, perspective and direction from a variety of sources on campus.

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• Scholarship and grants per student is higher at $38,170 as compared to other art schools at $28,538.

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• The on-campus crime rate is 2.11% which compared to other schools is at the lowest.

     

• No other art school is affiliated to the history and significance of Yale and to be a part of it is a once in a lifetime opportunity.

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Messaging:

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Primary (Students in USA):

 

• We are Yale school of arts, an Ivy League Institution that pioneers in art and design studies where art comes to life with a blend of highly skilled faculty, immensely talented and committed students. Explore our programs and apply now to see if you are eligible to give flight to your artistic dreams.

 

 

Secondary (International students):

 

• We are Yale school of arts, an Ivy League Institution that pioneers in art and design studies where art comes to life with a blend of highly skilled faculty, immensely talented and committed students. We offer scholarships to the future art leaders and grant financial aid to exceptional design creators. We support your dreams as much as you do. Be a part of our 300-year-old history and explore our programs to find out what makes you fly!

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Tertiary (Faculty):

 

• We respect and honor everyone who is a part of our 300-year-old historic institution. Being an Ivy league school, we are looking for dignified professionals who have created history in art and design and lead students by example on campus. To create and manifest is your passion, to make and believe is your motto, every single detail is so important that you can even notice an extra stroke, if that’s you, we would be happy to have you here!

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Direct Competitors:

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1. Rutgers University

2. Maryland Institute College of Art

3. Virginia Commonwealth University

4. Cranbrook Academy of Art

5. California Institute of the Arts

6. Hunter College

7. City University of New York

8. Massachusetts Institute of Technology

9. Massachusetts College of Art and Design

10. School of the Art Institute of Chicago

11. Rhode Island School of Design (RISD)

12. University of California Los Angeles

13. Columbia University

14. Portland State University

15. Savannah College of Art and Design

16. Pratt Institute School of Art and Design

17. University of Illinois at Urbana-Champaign

18. Pennsylvania Academy of the Fine Arts

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Creative Likes: 

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• Beautiful Art

• Clean web design

• Courses and Student information

• Seamless navigation and usability

• Accessible information for first time users

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Creative Dislikes and things that will NOT work for this brand:

 

• Unconventional website layout

• Irregular font sizes

• Hard to read

• Unclear sections

• Confusing web pages

• Cluttered Information Architecture 

• Improper usage of color

• Lack of consistency

• Unpleasant to the eyes

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Industry No-no:

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• They can’t promote alcoholic beverages like posting photos of their faculty, students and alumni socializing with beer, wine or champagne on their Facebook and Instagram accounts and pages. That would send a wrong signal to their audiences and may affect their Ivy League reputation.
   

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Search Engine Optimization (SEO):

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• For SEO and keyword search, I used tools like SEMrush and "Keywords Everywhere" which is a free Google Chrome extension for more insights related to search volume of this brand, competition level and user's intent.

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• The following keywords define this brand, make it stand out and different and informs their target audience about their current activities.

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1. #yale

2. #ivyleague

3. #newhaven

4. #yaleuniversity

5. #connecticut

6. #ct

7. #instagram

8. #newhavenct

9. #yalesmartliving

10. #yalelibrary

11. #yaleschoolofart

12. #design

13. #SoA2022

14. #yaleart 

15. #yaleschoolofart150 

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Social Media Presence:

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• Yale School of Art uses Facebook and Instagram to promote their institution on Social media about their most recent event updates, lecture information, art, designs and activities.

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• Yale School Of Arts is using the right strategy by promoting their brand on these platforms as they are widely popular and used by masses across the globe. One way to enhance their promotions is by boosting their content and campus life by using Paid Ad campaigns (PPC) for more and variety of student talents.