In support of its MBA program on the Tiffin and Maumee campuses, Heidelberg College launched a multi-media program to attract working executives. Concerned that visitors would get lost in the main college web site and desirous of establishing a unique identity for the program, the college opted for a stand-alone site with its own URL.
A visual theme of greyscale images was selected to emphasize the serious academic nature of the program, and many photos of the classic ivy league style main campus were included to appeal to older prospects. Features included on-line applications for admission and financial aid. The promotional program included billboards, print ads and literature, as well. Extensive use of stock photography kept costs down and reduced turnaround time.
Eventually, campus politics won out and the site was folded into the main college site, losing its distinctive visual identity.