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Sherman College Is TRUE

Although Sherman and its many constituents have always been proud of being true to chiropractic, the college is now making the depth of its commitment unquestionably clear to students, alumni, friends and other supporters.

A newly developed marketing and branding campaign and an innovative line of recruitment and promotional materials reinforce Sherman’s relentless commitment to its roots, mission and philosophy – Sherman College is TRUE. True to the profession. True to its mission of bringing straight chiropractic to the world. True to its students, faculty, alumni and supporters. Truly committed to achieving excellence in the philosophy, science and art of chiropractic. True.

While the college’s new publications are a tangible representation of the marketing campaign, these products represent only a small portion of the initiatives the college has developed with guidance from Stamats, its agency of record.

Last year, a college-wide team of administrators, faculty and staff joined with Stamats consultants with a clear mission in mind: to reinforce and expand Sherman’s strong image as a professional chiropractic institution dedicated to advancing chiropractic. This group became the college’s Integrated Marketing Team and worked with Stamats throughout the year to define the college’s brand attributes, strengths, opportunities, weaknesses and threats and to develop tactical initiatives for achieving goals set in the Integrated Marketing Plan it developed.

The college also worked with Stamats to develop a new line of recruitment materials. The company’s creative team designed a new viewbook with coordinating yearly inserts, road piece, mailing envelope, Ambassador Handbook, PowerPoint templates, advertisements, brochure templates, Straight From Sherman and Postcheck templates and trade show exhibit panels. The college began rolling out the new materials in January 2004.

To create the new marketing materials, Stamats consultants Eric Sickler and Kari Kovar (along with other key members of the company’s creative team) conducted a recruitment audit; carried out a research campaign; visited the campus; met with numerous students, faculty, staff, alumni and supporters; met regularly with the Integrated Marketing Team and led brainstorming discussions.

Throughout this process, Stamats could not ignore the college’s devotion to its mission. “We discovered that Sherman College has a significant story to tell,” says Stamats Senior Writer Terri Lambertsen. “We were impressed by Sherman’s unwavering commitment to vertebral subluxation correction as evidenced by the rigor of the academic program, the intensity of the hands-on experience and the overall professionalism of the school.”

The resulting printed pieces share common graphic elements, a soothing and earthy color palette, vivid images, easy-to-read blocks of copy and, most importantly, an underlying theme that reinforces the college’s commitment to advancing true chiropractic.

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