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College Edge Taps Blazing Paradigm

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SAN FRANCISCO-Blazing Paradigm will launch a national branding campaign in late summer to promote Snap Technologies' College Edge service, an online resource for high school guidance counselors, college recruiters and students looking to enter a university or graduate school.
The San Francisco agency won the $6 million account without a formal review, although the client had also visited executives at several undisclosed Bay Area shops for chemistry meetings.
"It's great to be associated with not only an emerging brand, but a company that has real purpose and meaning to so many lives," said Sam Pond, agency principal and creative director. "This is not just about finding the right college, but the first step in building a bright future."
"Blazing Paradigm clearly understands the subtleties of our business, and is poised to translate that into compelling creative," said Connellan Coxwell, director of marketing for the San Francisco company. "They are willing to think outside the traditional boundaries of an advertising agency, and they realize that College Edge requires a quick, agile and [very] strong branding campaign."
In the past, an in-house team created print campaigns to reach guidance counselors and recruiters. But company executives now want to pursue a consumer effort both on- and offline to alert parents and students to the Web site at www.collegeedge.com.
College Edge reports that its site receives approximately 1.3 million visitors each month, and that more than 500,000 admission transactions were made through the site last year. The site offers information on more than 6,000 higher education institutions, and can be used to arrange financial aid packages.
College Edge is the second Internet-related account Blazing Paradigm has picked up in less than a month. The agency most recently was awarded the $3-5 million Food.com (formerly Cybermeals) account, also without a review [Adweek, March 29].