Ten Four Design Group | Focus on Higher Education

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 [email protected]

Yeshiva University | 500 West 185th Street | New York, NY 10033 | 212.960.5277 | [email protected]

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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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.



November 11, 2012www.yu.edu/jpress

YU educated, Deloitte bound.Meet Gabi from Los Angeles.


*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.



November 11, 2012www.yu.edu/jpress


*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.


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 [email protected] to schedule a preliminary consultation.



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.


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.


Register Now!OPEN HOUSE FOR MEN

November 13, 2011

YU educated, Wall Street bound.Meet Korey from Chicago.


Scan this code to learn more about

how to start your remarkable journey

www.yu.edu/open-house


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 [email protected] for a

confidential consultation and start your remarkable journey today.


*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

[email protected] | 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 [email protected]

Edward Goldman | Managing Partner [email protected]

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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IBLE GARDENS

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TA

BLISHED IN 1

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Documents

Ten Four Design Group | Focus on Higher Education