Post on 17-Feb-2016
description
Ten:Four
Wouldn’t it be great if you could outsource your
creative department, yet trust that all of your
tried and true branding would be cherished and
upheld down to the last dash? And, even better,
wouldn’t it be grand if someone understood how
to tell a memorable and compelling story to your
beloved (and increasingly skeptical) customer and
on a moment’s notice (well, maybe two moments)
research and develop a concept, write copy, art
direct a photo shoot, produce the ad and place it
in the appropriate media venue? The good news
is, you can. Ten Four Design Group is a creative
services agency that provides creative solutions
and strategic and production support to clients
and projects of all sizes. We tell stories that are
compelling, and we do it well, so everyone can live
happily ever after. We’ll work with your in-house
staff, or fly solo—whatever works best for you.
We craft messages that give your customers a
compelling storyline to mull over (even tricky ones,
like our recent affordability campaign for a major
NYC university, p7.) We’ll tell the story behind
your brand as if the world depends on it, because
to you, our client, it usually does. And to us, too. As
Einstein once said, Logic will take you from A to B,
but imagination will take you everywhere. Amen.
Creative Director’s Notes | Devorah Rosen Goldman
Devorah Rosen Goldman, Creative Director | 646.382.6100 | www.tenfourdesigngroup.com
Focus onEDUCATION
branding
storytelling
taglines
art direction
copywriting
media buying
That Support Your BrandCreative ServiCeS
Ten Four Design Group: Yeshiva University
2 | Ten Four Design Group
How to compete in a very competitive market: tell remarkable stories.
Meet Noa, an aspiring fashion designer looking for the perfect
undergraduate experience. In a city with three prestigious schools
devoted solely to fashion, she chose Yeshiva University, our client,
for its unique dual curriculum, one that would let her develop all of
her eclectic interests and talents. See how we crafted Noa’s story
and conveyed the message to potential students with a diverse
range of interests that Yeshiva University was the best place for
their remarkable journey to unfold.
“”
That Support Your BrandCreative ServiCeS
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Our students excel in a remarkable array of creative career paths, including advertising, art, design, fashion and journalism, as well as engineering, nursing, occupational and physical therapy. Equally remarkable is how affordable a YU education can be. Consult our Offi ce of Student Finance at 212.960.5399 or afford@yu.edu
Yeshiva University | 500 West 185th Street | New York, NY 10033 | 212.960.5277 | yuadmit@yu.edu
remarkable journeysnowhere but here
Register Now!OPEN HOUSE FOR WOMEN
November 20, 2011www.yu.edu/open-house
YU educated, Fashion Avenue bound.Meet Noa from Teaneck.
Scan this code to learn more about how to start your remarkable journey
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Ten Four Design Group: Yeshiva University
4 | Ten Four Design Group
the anatomy of an admissions campaign 101
1 | Our strategic decision in this
campaign was to tell the admissions
story from the people who
understand it best —current and
future students. In conjunction with
the university’s communications
department we identified a list
of candidates that were current
students, enthusiastic about their
educational experience and whose
career ambitions and geographic
locations dovetailed naturally
with the goals of the admissions
department. We devised a headline
that succintly conveyed all of that
information in a personal and
memorable way. We also crafted
the campaign’s tag line, Remarkable
Journeys, Nowhere But Here, which
has since been used in other ads
and for other departments.
2 | Following the university’s
branding guidelines, we devised a
call to action button for the annual
Fall open house that was used
throughout the campaign and in
ancillary materials.
3 | Prior to this shoot, we spent
time explaining to Noa (and all
of the students we used in the
campaign) the concept behind the
ad, setting her at ease and also
generating excitement among
Noa and her friends — which led
to robust word-of-mouth on social
media about the campaign. (Never
underestimate the power of a
student to reach out to 2,000 of her
best friends!)
4 | For Noa’s ad, we reached out
to a major dress designer in New
York City, who agreed to allow us to
shoot this ad in her studio, helping
us to tell this story in a visually
interesting way, with Noa in her
natural element. Once on location,
we set up the shot, and worked
with the university’s in-house
photographer to capture this scene.
5 | We workred closely with
the university’s department of
communications and public affairs
and admissions and crafted copy
that addressed both department’s
goals.
6 | To extend the campaign, we
included a QR code which directed
readers to the appropriate place on
the university’s web site.
“” We decided to tell the admissions story
from the point of view of the people who
understand it best — the students.
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As a 2012 Stern College graduate and a graduate student in accounting at the Sy
Syms School of Business, Gabi knows firsthand that a YU education is instrumental in
launching a successful career: next year she will join Deloitte. In fact, more than 97%
of YU students who graduated with an accounting degree were employed in their field
in 2011.* Call our Office of Admissions at 212.960.5277 to schedule a preliminary
consultation and start your remarkable journey today.
remarkable journeysnowhere but here
Register Now!OPEN HOUSE FOR WOMEN
November 11, 2012www.yu.edu/jpress
YU educated, Deloitte bound.Meet Gabi from Los Angeles.
Yeshiva University | 500 West 185th Street | New York, NY 10033 | 212.960.5277 | yuadmit@yu.edu
*Source: Yeshiva University Career Center survey
As a psychology major and 2012 graduate of Stern College, Debra knows firsthand that a YU undergraduate education is an excellent foundation upon which to build a successful career: this fall she’s pursuing a graduate degree in occupational therapy at NYU. In fact, 90% of Stern College graduates planning a career in health sciences were accepted to a graduate school of their choice last year.* Call our Office of Admissions at 212.960.5277 to schedule a preliminary consultation and start your remarkable journey today.
remarkable journeysnowhere but here
Register Now!OPEN HOUSE FOR WOMEN
November 11, 2012www.yu.edu/jpress
Yeshiva University | 500 West 185th Street | New York, NY 10033 | 212.960.5277 | yuadmit@yu.edu
*Source: Yeshiva University Survey
YU educated, Health Sciences bound.Meet Debra from Hillside.
THIS PAGE | Yeshiva University’s ongoing print admissions campaign, created and launched in 2011.
GOALS
Reach parents and students
Increase attendance at the
university’s Fall open house
Highlight the many academic
and professional interests of
the student body
Emphasize the geographically
diverse nature of the student
population
Increase admissions for the
following semester
A good story can be told over and over again
and remain compelling to its audience.
Ten Four Design Group: Yeshiva University
Remarkably, 94% of our latest graduates are professionally employed, in graduate school or both.
Equally remarkable is how affordable a YU education can be. Call our Office of Student Finance
at 212.960.5399 or email us at afford@yu.edu to schedule a preliminary consultation.
Yeshiva University | 500 West 185th Street | New York, NY 10033 | 212.960.5277 | yuadmit@yu.edu
remarkable journeysnowhere but here
Scan this code to learn more about
how to start your remarkable journey
Register Now!OPEN HOUSE FOR WOMENNovember 20, 2011www.yu.edu/open-house
YU educated, Einstein bound.
Meet Tirtza from Toronto.
94% of our latest graduates are professionally employed, in graduate school or both.
Remarkably, 88% of medical school applicants and 95% of law school applicants from
Yeshiva University were accepted to a graduate school of their choice. Attend our open
house and start your journey today.
Yeshiva University | 500 West 185th Street | New York, NY 10033 | 212.960.5277 | yuadmit@yu.edu
YU educated, boardroom bound.
Meet Immanuel from Lawrence.
remarkable journeys
nowhere but here
Scan this code to learn
more about how to start
your remarkable journey
Register Now!
OPEN HOUSE FOR MEN
November 13, 2011
www.yu.edu/
open-house
The only thing more remarkable than our students is how committed they are to our unique
dual curriculum. After Korey graduates, he’ll enjoy networking with YU’s global community
of successful professionals who are ready to help him reach his goals.
Yeshiva University | 500 West 185th Street | New York, NY 10033 | 212.960.5277 | yuadmit@yu.edu
Register Now!OPEN HOUSE FOR MEN
November 13, 2011
YU educated, Wall Street bound.Meet Korey from Chicago.
remarkable journeysnowhere but here
Scan this code to learn more about
how to start your remarkable journey
www.yu.edu/open-house
6 | Ten Four Design Group
Our admissions campaign is so well loved among the
student body that they have imitated the ads for student
elections — the best seal of approval we could receive.“”
ABOVE | Yeshiva University’s admissions campaign extended to banner ads.
ABOVE RIGHT | Yeshiva University’s affordability campaign, designed to run concurrently with its admissions ads.
Meet Danielfrom Teaneck.
Remarkable Journeys, Nowhere But Here. Start Your Remarkable Journey Today..
YESHIVAUNIVERSITY
YU Open House 2012Women: Nov. 11Men: Nov. 18LEARN MORE
REGISTER NOW!
YU Educated,Harvard MedSchool Bound.
Meet Yair from Queens.
Remarkable Journeys, Nowhere But Here. Start Your Remarkable Journey Today..
YESHIVAUNIVERSITY
YU Open House 2012Women: Nov. 11Men: Nov. 18
LEARN MORE
REGISTER NOW!
YU Educated, Harvard Law Bound.
EXTENDING THE STORY
We encouraged the university to speak clearly and transparently to parents and students
about financial aid and affordability. We worked closely with the admissions and financial
aid departments, and the President’s office, to ensure that the ad conveyed the university’s
values and its commitment to ensuring affordability in a way that was readily understood.
The ad generated a lot of positive buzz and helped to put both parents and students at ease
when reaching out to the financial aid office.
While Rachel Masters Science...
500 West 185th Street | NY, NY 10033 | 212.960.5277 | www.yu.edu/osf
At YU, we understand the cost of Jewish living and the value of
Jewish life. We’re making Jewish life affordable. Just ask the 78%
of undergraduates who received help with tuition in 2011-
2012. Our exceptional Torah scholarship and academic excellence
and our commitment to affordability deliver remarkable value to
students and parents alike. See for yourself. Call our Office of
Student Finance at 212.960.5399 or email afford@yu.edu for a
confidential consultation and start your remarkable journey today.
remarkable journeysnowhere but here
*According to a YU Career Development Center survey with an 80% response rate
of our most recent graduates are
professionally employed, in graduate school
or both.
94%
...We’ll Help You Master the Math on College Expenses.*
Scenarios are based on the comprehensive cost of a YU undergraduate education for the 2011-2012 academic year, include all scholarships awarded, federal and state grants and loans received, and standard room and board. Additional fees are not included. Financial aid awards are based on many factors, are subject to funding availability and may vary significantly. This is not a guarantee of your actual cost to attend YU.
$6,150*A student from Illinois has two siblings in day school. The family has an adjusted gross income of $98,000 a
year, and pays $6,150 a year for a YU education. Unlike other private universities, YU’s financial aid
calculations consider K-12 tuition for siblings and do not consider the value of a family home
and retirement savings.
$17,600*A student from New Jersey has four siblings—one in
college and three in day school. The family has an adjusted gross income of $192,000 a year, and pays
$17,600 a year for a YU education. Unlike other private universities, YU’s financial aid calculations consider
K-12 tuition for siblings and do not consider the value of a family home and retirement savings.
Includesroom and
board!
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Original digital images for architects, interiOr designers and dealers
devorahgoldman@gmail.com | 646.382.6100
www.tenfourdesigngroup.com/israelart
D e vo r a h R o s e n G o l d m a n
Devorah Rosen Goldman | Creative Director devorah@tenfourdesigngroup.com
Edward Goldman | Managing Partner edward@tenfourdesigngroup.com
646.382.6100 www.tenfourdesigngroup.com
Cover images © Yeshiva University Cover photography | V. Jane Windsor
Good Food Changes Everything
ART & DESIGN
1 Photography Exhibit | Show Guide + Print Ad
NON-PROFIT
2 Kaplen JCC on the Palisades | Membership Campaign
FOOD
3 Edible Gardens | Corporate Logo
4 Food Startup | Menu + Food Truck logo
5 Quick & Kosher | Cookbook
6 Kosher.com | Truck Skin
In theSTUDIO
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ED
IBLE GARDENS
ES
TA
BLISHED IN 1
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