Door No. 2 used a three-month research phase to explore perceptions of Puget Sound in its competitive framework and define more precisely its marketing challenges.

At the conclusion of the research, Door No. 2 articulated core recommendations with regard to brand, messaging and a full range of admissions activities. From the research also came a communications plan, defining the number and scope of print and web projects and a creative approach.

Implementation featured complete integration of web and print. Photography was commissioned for use on both platforms and lead writing employed the same voice and copy points.

The program resulted in a new admissions logo, five new admissions publications, a system of electronic templates for internal production of additional publications and a new institutional website.