redLantern provides a suite of software products to academic institutions nationwide
redLANTERN glows
metaphor rebrands software solutions and web site for miami university
A revolutionary approach to how universities and colleges coordinate degree completion for students has been re-energized and exquisitely elevated in the marketplace by metaphor.
metaphor recently launched a complete rebranding and marketing approach to Miami University's Degree Audit Report System (DARS), which is utilized by higher education institutions across the country.
The program was challenged with increased competition, primarily from technology enterprise systems that offer degree auditing as part of their academic software packages. Additionally, the Miami DARS identity suffered from stagnation even though new features and new products were being added to the existing auditing system. Consequently, there was a disconnect between marketplace image and internal reality. metaphor was charged with crafting and telling a new story, beginning with rebranding and culminating with a strategic marketing approach that would change the future of the company.
Following qualitative research with current and past clients to understand perceptions and language within the world of degree planning and a Brand Mantra Workshop with Miami DARS, the new organizational name – redLantern – was selected. The Brand Mantra process – a discussion and development of the essence, character and identity of an organization's brand – aligned the Miami University team and informed the creative development process going forward.
The new organizational name, redLantern, was selected because a red lantern has been used for decades in Miami University's logo. “Red” pays homage to Miami University – the school color – and connects the suite of software solutions to the campus and its deeper understanding of on-campus needs. The boldness of red also takes the client forward into its new life cycle. “Lantern” was selected as a visual metaphor for illumination, speaking to the benefit of the product, allowing advisors and students to see their path to graduation. The tagline for the company became “illuminating education.”
The products to needed possess brands distinct from the parent, allowing for future silo marketing into distinct communities. The product names were built around a double entendre – “U” – meaning both “university” and “you,” the end user. The brands u.direct, u.select, u.achieve and all accompanying taglines were designed by metaphor's creative team to speak to the usage or benefits of each product.
The resulting visual brand is bold and contemporary, taking redLantern to a completely new place. The redLantern brand now depicts like the innovators that they are. To that end, rather than utilizing a traditional lantern in the logo mark, metaphor used an abstracted red illumination. metaphor also applied the visual brand to the marketing Web site, client Web site, u.select product interface and customer document portal.
metaphor assisted redLantern with launching the brand at its annual User Conference in a way that was fun and benefit-laden for the college advisor community. A comprehensive strategic marketing plan was developed that covered marketing activities at conferences as well as traditional and online media to support sales in the upcoming year.
Founded in 1983, redLantern now serves more than 350 collegiate institutions and more than 4 million students with degree planning, credit transfer and auditing web-based software products. For more information, go to redLanternU.com.
about pull pull is a quarterly publication designed to provide insights into metaphor's Community Experience Development™ process of consulting. metaphor is a full-service brand consultancy in downtown Cincinnati, Ohio's historic Over-the-Rhine neighborhood providing Identity, Interactive, Advertising and Public Relations Strategy for regional and national clients through our Community Experience Development™ brand renewal process.
