University of Dubuque
Capturing the right audience by celebrating people over programs
01
Challenge
The University of Dubuque (UD) is a private college in Iowa. They’ve worked hard to build their reputation as an excellent school for academics, cultural diversity and an approach that focuses on caring for the whole student. We initially worked with UD to uncover what made them special in the eyes of students and faculty. Through extensive research, we created a strategic foundation for the brand to build upon, including a student recruitment campaign that highlighted all that makes UD stand out. After several years in use, it was time to refresh that work and attract a whole new set of future alumni.
02
Insight
High school students are inundated with messaging from higher learning institutions. They want to be able to see themselves at their future school, and believe that they will be valued as a student and a whole person. UD also wants students who are authentic, open and ready to embrace new challenges.
03
approach
Like our previous campaign, we maintained a clean, simple approach that visually broke through the clutter. Bold headlines and real student-centered photography spoke directly to those potential recruits. We’re telling a story that by being true to themselves, UD helps them become whoever they envision.
A transformation
| from: | To: |
|---|---|
| Institutional | Individual |
| Us-focused | You-focused |
| Dated | Fresh |
We have worked on some major projects with Little, and each time they have hit the mark in terms of our expectations. They are professional, experienced, are good listeners, and they follow a proven client-centered approach. Additionally, I believe they are just good people, and good people to work with. We felt assured that we were not just clients of theirs, but that we were an extension of their team and that they had a strong interest in helping us to be successful within the larger higher ed industry.
