Gallery: Tulane University

Tulane transformed.

When the floodwaters receded from Tulane's campus, rankings – at least the conventional ones – mattered less. Real things – people, community, service, and values – replaced them. This was Tulane's chance to rethink its message and reimagine its recruitment process from the ground up – and the Internet out. What we created was a whole new kind of virtual – yet real – recruitment campaign.

Gallery: Tulane University

How much can we streamline?

Mindpower worked with Tulane for months to cut out as much paper as possible from the Tulane recruitment cycle. Search letters gave way to emails, brochures to multimedia, and correspondence to social media.

The centerpiece: A microsite touting Tulane as “Ranked first in the nation by the people who really matter.” (Hint: Not the editors of U.S. News.)

Viewing: Streamlined Communications Flow.

Gallery: Tulane University

The people who matter.

The site has two sections dedicated to storytelling. 4RANKINGS features five mini-documentaries of people who have been helped by Tulane people and programs – among them a new homeowner, an elementary school principal, and a Mardi Gras Indian. 4REAL is an evolving gallery of news stories and videos of real-life experiences of Tulane students.

Just imagine: A site that captures the voice, the energy, and all the excitement of both New Orleans and a newly reborn Tulane.

Actually, don’t even try to imagine it. See it for yourself and tell us what you think: 4RANKINGS.tulane.edu.

Viewing: 4RANKINGS video.

Gallery: Tulane University

On the road.

We didn't want to send Tulane's admission counselors out to college fairs empty handed. So we designed complementary road and financial aid pieces. The content for both pieces was pared down to provide the information college fair goers want and to work in concert with the web experience.

Viewing: Travel Piece