The team gained valuable insights from internal and external stakeholders, including the leadership team, enrollment team, marketing team, current students, alumni, faculty, and staff. This helped us understand Washington College’s unique identity and how to position it competitively in the higher education landscape. Through these insights, we discovered why students choose to attend Washington College, how to expand into new markets for Washington College, and what prospective students want to know about Washington College.

With this data, we developed strategic drivers to guide the creation of an enrollment strategy. This phase involved leveraging both internal and external research to shape the communication strategy. Our roadmap included content for emails, postcards, and SMS texts, along with a communications calendar and metrics for evaluating success and identifying areas for improvement.

Although regional differences necessitated running three separate campaigns, our “Not that Washington” campaign quickly proved successful. This campaign effectively differentiated Washington College from other institutions with the same namesake and clarified its location in Maryland. Our digital marketing efforts significantly boosted brand awareness, and our email marketing campaign generated a substantial number of qualified inquiries. Following the launch of the campaigns, we built reports within the CRM to enable the Washington College team to easily track the success of each campaign.

By engaging with key stakeholders and developing a comprehensive enrollment strategy—which included list buying, digital marketing recommendations, a communication plan, and CRM optimization—we crafted creative assets and measured the effectiveness of each effort. This holistic approach significantly boosted both brand awareness and qualified leads for Washington College.

Defining the HSU Experience

Pulling insights from internal and external stakeholders, including leadership, the enrollment team, marketing team, current students, alumni, faculty, staff, and even business leaders in the area, we started to gain a better understanding of what makes Hardin-Simmons stand out in a very saturated market. 

We realized all their competitors were similar in look, feel, and messaging (even brand colors). Everyone was saying and doing the same thing, which was very safe. We saw an opportunity for HSU to stand out by doing something different: embracing and proudly owning the Christian heritage and cowboy traditions that were unique to the University.

“We are cowboys.”

That concept became the rallying cry and tagline establishing the true essence of what made Hardin-Simmons the university it is. 

But what are cowboys? Cowboys are hard workers, people who push forward through any challenge that arises. Cowboys stand up for what they believe and finish what they started. They’re responsible. They’re natural born leaders. They have grit and passion for what they do.

Cowboys aren’t defined by the dust on their boots. They’re defined by their character. 

This campaign shows that it doesn’t matter where you’re from or what you do. The cowboy spirit lives in each one of us.

We are Hardin-Simmons University.
We are cowboys.

Leading with Authenticity

Through our brand platform process, we were able to truly capture and align the internal and external stakeholder teams on what makes Westminster unique. As a progressive liberal arts institution located in a primarily conservative state, its inclusive and diverse community provides an experience that students may not typically expect in Utah. Here, you can “come as you are, and graduate as you will be.” A sentiment that became the starting point and inspiration for the campaign.

Permission to Think Different

Higher ed institutions have a reputation for sticking with what’s traditional. Not Westminster. From the beginning of our work together, the Westminster team was open and willing to challenge the norm and think outside of higher ed for creative influence. In a refreshing change of pace, the University’s marketing team welcomed a more playful approach to design and allowed us to push boundaries for results that were authentically true to the Westminster brand.

Making Small Moments

Throughout our work together, we identified a need to separate Westminster’s new student experience from others in the market. It was already a very innovative approach for engaging students: a simple, interactive microsite to inform and excite new students about their time at Westminster. Through collaboration with the Westminster team about what new students would experience, we helped them name the platform (WestX) and create small moments to the design that would keep students engaged and enthralled about their introduction to Westminster.

Engaging with History

Rather than promoting individual resources, our campaign focused on the broader mission of American Battlefield Trust and how educators could be part of a community dedicated to preserving history and shaping future generations.

Through our digital strategy and engagement, we compelled educators to join American Battlefield Trust’s communication flow, keeping the organization top of mind when educators were looking for lesson plans or additional interactive resources to teach these eras of history.

Putting Our Audience in the Forefront

The campaign we created highlighted the pivotal role that history teachers play in shaping their students’ understanding of the past and its relevance to the present and future. Through compelling storytelling and visuals, we positioned educators as heroes who empower students to become critical thinkers, responsible citizens, and history-makers in the making. 

Broadening Digital Horizons

Recognizing the evolving nature of education and the changing needs of educators, we took the proactive approach of broadening American Battlefield Trust’s digital presence and engagement strategies. Leveraging social media platforms, we connected with a vibrant community of educators interested in history education.

For those affecting real change

The IIRP is a pioneer in its space, built for curious minds who want to engage and elevate their community through relationship building, conflict resolution, and education. In our research, we recognized a desire to learn more about restorative practices with the core audiences; however, they lacked the terminology to search for it. 

The first step of our campaign was to build a connection between what restorative practices is and what it does, linking the two with a common message that our audience could relate to: Affecting Real Change.

Bridging the messaging gap to think different

Early on in our insights gathering, it became clear that the term “restorative” had become diluted and difficult to define in the marketplace. To reduce confusion and clarify The IIRP’s mission, we crafted messaging that focuses on the benefits of restorative practices and how it can be used to affect real change, restore the future, and heal communities.

Expanding markets

Once the messaging was established, it was time to get it in front of the people who needed to hear it. So, we got to work expanding our reach. Working with The IIRP marketing team, we expanded the digital campaign into Michigan and Texas while continuing to strengthen The IIRP’s brand recognition in its current Northeast markets.

Go True Blue

PC needed a unifying voice to rally behind and create a cohesive visual story across all media. Leaning on beloved PC traditions, Blue Hose Pride, and the College’s dedication to service, we created a robust brand platform with a supporting rallying cry that united all members of PC: Go True Blue!

Generating More and More Buy-In

The entirety of this project emphasized the importance of having the right people in the room at the right time. The PC team was very involved throughout the brand process; it was obvious they were invested in the PC brand and wanted to collaborate closely to get the messaging and visuals right. Their support opened the door for a lot of conversation, allowing us to take the brand further and generate more buy-in for the brand platform and campaign.

Ushering in a New (Visual) Era

With the brand platform and messaging strategy complete, the next step was to craft visual language representing the PC of today. Creating an elevated secondary color palette and outlining additional typography options gave PC a fresher look and feel that accurately reflects what PC stands for now and where it’s going in the future.

Proudly Owning the Biblical Brand

Choosing the Baptist University of Florida is a calling for students, faculty, and staff alike. With a flag firmly planted in the University’s Biblical foundation, we aimed to highlight the spiritual strength, vulnerability, and maturity it takes to say “yes” to living a life dedicated to the Lord and expanding God’s kingdom through one’s personal mission.

For Those Seeking a Higher Purpose

Nearly every person we spoke with stated they were called to the Baptist University of Florida. It became clear that the University was more than a choice for its students, faculty, and staff; it was a spiritual decision to serve God and be mission-minded in everything they did. They were being called to a higher purpose, and the Baptist University of Florida was their pathway to achieve it.

A Pleace for Faithful Servants

Students choose the Baptist University of Florida to earn a valuable education rooted in faith that equips them to serve God no matter where they go. This was the foundation of the brand pillars and platform, which we created, honed, and simplified to meet the University’s new president’s style of writing and preaching.

Reflecting the Spiritual Experience

For the brand campaign concepts, we created a visual narrative that supported the University’s messaging strategy and reflected the expected experience for prospective students. Our campaign tapped into that defining moment when students knew this was the direction their life was heading.