Carson-Newman is a small and storied Christian university in the heart of Tennessee. In many ways, it represents what many universities struggle with: a cost structure that cannot compete against large publicly funded colleges. To help it stand apart and above to the Christian students who craved a smaller and more unique college experience, I developed the strategy that used a reference to its Christian heritage but opened the way for us to lay out all the attributes that make the school a special place for right fit students. This campaign revived a quiet university brand and sent a wave of energy through its faculty and staff and led to a successful rise in admissions and enrollment.
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