background
redLantern, formerly known as Miami DARS and an auxiliary of Miami University, provides a suite of software products to academic institutions nationwide. Founded in 1983, redLantern serves over 350 collegiate institutions and more than 4 million students with degree planning, credit transfer and auditing web-based software products.
challenge
Miami DARS 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 they were adding new features to their auditing system and rapidly developing new products. There was a disconnect between marketplace image and internal reality. metaphor was charged with crafting and telling a new story, beginning with re-branding and culminating with a strategic marketing approach that would change the future of the company.
solution
metaphor hosted a
Brand Mantra Workshop with Miami DARS, a discussion and development of the essence, character and identity of the organizational brand. This company mantra aligned the team and informed the creative development process going forward. Qualitative research was conducted with current and past clients to understand perceptions and language within the world of degree planning.
The organizational name, redLantern, was selected for several reasons. “Red” pays homage to Miami University (the school color) and connects our client to the campus and its deeper understanding of on-campus needs. At the same time, red is a bold color, taking 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 needed to 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. u.direct, u.select, u.achieve and all accompanying taglines speak to the usage or benefits of each product.
The visual brand is bold and contemporary, taking redLantern to a completely new place. redLantern now looks like the innovators that they are. Rather than using a traditional lantern in the logo mark, metaphor used a red illumination. metaphor 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.
