DEFY THE LABELS TO MAKE YOUR MARK
Fayetteville State University (FSU) is a historic HBCU with a 150+ year legacy of pushing boundaries and transforming lives. But the University was often viewed as a North Carolina system school serving a regional population. In reality, FSU was a bright shining light covered by a basket - with vitality and relevance for the next generation of doers.
FAYETTEVILLE STATE UNIVERSITY
Since day one, the Deeds not Words motto was at the core of this historic HBCU’s mission. But leaning into an affordability message in recent years had undermined FSU’s true value.
Under new leadership, our team was tasked with helping to raise the school’s profile among peer institutions and re-instill pride among students, faculty and all-important alumni donors. (Our efforts included strategic development and campaign execution.)
Going back to FSU’s roots of pushing boundaries and transforming lives, we built a campaign around relatable current events and challenged would-be students to make a difference - Are You In?
CLIENT
Fayetteville State University
DATE
June 2024
CATEGORY
Higher Education
The founders understood the need to educate, lead, shape and prepare our community for a world full of questions. With unmatched grit, determination and service Fayetteville State University, an original HBCU, has seen generations through to achieving betterment in their lives.
Typically, in the insight into the brand situation is a conversation about strengths, weaknesses and the possibility of overcoming the weaknesses for greater opportunity. In the case of FSU, however, it became pretty clear that they had been underplaying their historic value. By focusing on the truths and leaning into the aspirations, we saw an opportunity to re-invigorate the brand more inline with its heritage and mission.
OUTCOMES
Core values, personality and positioning are a reflection of the brand’s essence. When combined, they define the brand and serve as a filter for all brand communications going forward.
OPPORTUNITIES
Engage
Empower
Energize
The Assignment
From our first conversations with FSU prospects, it became pretty clear they had been underplaying their historic value. By re-focusing on the truths and leaning into the aspirations, we saw an opportunity to re-invigorate the brand more inline with its heritage and mission.
ARE YOU READY FOR SOMETHING MORE
The Message
For many, “going to school” comes with a legacy of expectation. The right school. The right major. The best experience. For others, especially those with no legacy, the path is not so clear. Yet their desire to improve their circumstance is unquestionable. Before all others, our founders understood the need to educate, lead, shape and prepare our community for a world full of questions. With unmatched grit, determination and service Fayetteville State University, an original HBCU, has seen generations through to achieving betterment in their lives. The legacy of seven: thousands more doers of deeds.
Are You Ready For Something More?
BRAND PERSONALITY
Alive
Resolute
Plugged-In
BRAND VALUES
Fostering
Motivating
Empowering
BRAND PROMISE
Are You Ready
For Something
More?
CORE TARGET
HS Seniors (HBCU)
Military Families
Adult Learners
CC Transfers
VALUE PROPOSITION
For many, “going to school” comes with a legacy of expectation. The right school. The right major. The best experience. For others, especially those with no legacy, the path is not so clear. Yet their desire to improve their circumstance is unquestionable. Before all others, our founders understood the need to educate, lead, shape and prepare our community for a world full of questions. With unmatched grit, determination and service Fayetteville State University, an original HBCU, has seen generations through to achieving betterment in their lives. The legacy of seven: thousands more doers of deeds. Fayetteville State University. Are You Ready For Something More?
IN THE WORDS OF J. COLE
But lately I've been questionin', second guessin’
Whether or not I've got somethin' to offer since I done eluded poverty
Or has the money
watered me down?
That truth is hard for me
Like the second time
I got cut
from the junior varsity
Fightin' back tears,
I promised to switch gears
And said to myself,
"Whatever you do,
you won't do it partially"
From this day forward,
I move with a new ferocity
Ferrari coupe velocity,
A fail proof philosophy
Success is in the effort.
The persona profiles we develop provide insight into the mindset and challenges each group represents for both message development and media planning. We would develop additional profiles for Bronco Benefit and Air University prospects.
FIRST-TIME STUDENT
High School Jared is a 17-year-old student in Lumberton NC, embarking on his college search. He will be the first in his immediate family to attend college. Based on conversations with his cousin, who attends FSU, and some initial research, he believes attending an FSU would be best for him.
His parents are not informed. So, he has to do all the information gathering himself. He is worried about college being a financial burden for his family.
DEMOGRAPHICS
60/40 female
Rural counties in NC
High school student
Black
First generation college attendee
CHALLENGES
Doesn’t know how to research schools
Not sure how to choose a major
Financial aid
GOALS
A better career than parents/family
Selecting a school right for her
Minimizing costs
MILITARY AFILIATED
Military Marcus is 28 years old and is transitioning from the army to enroll full-time in college. One of the reasons he chose to enlist was the educational opportunities afforded those who serve.
He is married. So going to school nearby is important to not impact his wife’s job/career. With limited options in or near Fayetteville, he wants to make sure the college he selects will put him on the right path for a good career.
DEMOGRAPHICS
70/30 male
Lives in Fayetteville area
28 - 34 years old
Multiple ethnicities
First generation college attendee
CHALLENGES
Understanding options
Finding the right school/major
Out-of-pocket $
GOALS
Education that leads to lifetime career
Wants to maximize education benefits
DEMOGRAPHICS
50/50 male
Lives in Fayetteville area
25 - 40 years old
White collar employment
CHALLENGES
School/work balance
Good school close to home
Affordability
GOALS
Education for career of choice
Flexibility in schedule
ADULT LEARNER
Working Student Wes is a working professional who wants to develop his skills and position himself for career advancement. He has experience working in the field, but he knows that he will need to earn a degree in order to keep moving up the ladder. Wes is looking for a flexible program that will allow him to balance school and work, such as one with hybrid or online course formats.
TRANSFER STUDENT
Continuing Ed Ernesto is 22 years old and has spent the past two years at Fayetteville Tech CC. He wants to to complete his undergrad degree to pursue a career in technology.
He is looking at online options as they are advertised quite a bit. He is aware of Fayetteville State but does not know the school’s reputation or if there is a degree program right for him.
Flexibility and affordability are important in his search.
DEMOGRAPHICS
50/50 male
Lives in Fayetteville area
20 - 30 years old
Multiple ethnicities
Lives with family and/or roommates
CHALLENGES
School/work balance
Good school close to home
Affordability
GOALS
Education for career of choice
Flexibility in schedule
A mix of traditional and digital media was used to connect with these diverse groups following a simple strategy - find a means of delivery that naturally intersects with people as they live their lives. Broadcast and digital messages designed to relate to each persona’s unique point of view and motivation. Every situation was unique.
When informed by strategic direction, creative development is a process of exploration and refinement, leading to better ideas, like this work created for FSU. It helped break attendance records across persona groups.
This new imagery, messaging, and content were implemented across all marketing channels, including the universities website, social media platforms, advertising, promotional materials and campus environment. The revitalized brand was visible and engaging in spaces where our target audience was most active.
70K
New Website Users
7,483
Total Leads
ACHIEVEMENTS
Largest full-time freshman class in 20 years
Highest ever military-affiliated student enrollment
Historic high retention rates
Residency hall at 100% capacity
Increased new users website traffic by 70,000+
Video content engagement exceeds industry standards at 78.90% completion rate
CONVERSION
7,483 leads generated
ENGAGEMENT
106,554 clicks
from 44,886,426 impressions
78.9%
Video Completion Rate
45M
Impressions
.24%
Click-thru Rate
107K
Clicks
The Impact
Our campaigns did more than just alter perceptions; they sparked a movement. FSU is now growing at historic numbers and is recognized for their excellence, inclusivity, and ability to empower students toward achieving greatness. We’ve shown that with the right approach, even an underestimated institution can awaken from a slumber and rise as giants in the landscape of higher education.
OUR TRAVEL/TOURISM EXPERIENCE
Our pulse on the travel industry is deep and broad. Over the years, we’ve helped numerous travel brands find success. Not because we understand travel, which we do, but because we understand marketing. We understand people and what motivates them.
And the good thing about experience, it carries forward, in the sense of expanding our knowledge and thinking. Our work with airlines, cruise lines and hotels and resorts to a lesser extent, taught us about the notion of disappearing inventory. The mindset? Every cabin and every seat must be filled because there is no making up on the next cruise or flight. This creates a sense of urgency to solve problems faster and better.
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What separates us, in our view, is our strategic approach to problem-solving. Over the years, we’ve developed a formula that creates results, derived from a keen understanding of business models, marketplace dynamics and customers’ wants and needs.
While the formula is repeatable, it is by no means cookie cutter. Every assignment requires focus, inspiration, thoroughness and hard work. There’s no magic. No silver bullet. No tea leaves. It is a process that enables continual improvement, increased efficiency and accelerated success.
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We recognize that today, everything is interconnected and immediate. Siloed thinking just won’t do. We are a true republic of free thinkers, willing to push one another into powerful collisions of insight driven by a common pursuit – the best idea wins.
So in addition to our traditional roles, we’re problem solvers, one and all. Gaining understanding by listening to customers. And even more importantly, those who didn’t buy. Staying fluent in all forms of media, social media, promotion and placemaking so we can connect with people in their daily lives.
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Channeling the age-old wisdom of Alice’s Cheshire Cat, “If you don’t know where you are going, it really doesn’t matter what road you take.”
Truth is, clients often come to us with a solution in mind. Based on what they’ve seen from others. Based on their own experiences. Or simply, based on what they wish to be true.
Do you know?
Or do you think you know?
We ask these questions because we never want to start with assumptions, either our clients’ or our own. Any action based on what we collectively “think we know,” is a recipe for wasted time, money and ultimately, failure.
A PROVEN PROCESS
STEP 1 STRATEGY
All About Them
STEP 2 DEVELOPMENT
Hearts Then Minds
STEP 3 EXECUTION
Make It Simple
Make It Quick
Make It Yours
Use All Five Senses
STEP 4 MEASUREMENT
What Works And Why
Repeat
BUILDING BRAND VALUE
All About Them
Most people will listen to you when what you say entertains and enlightens them. And when your message is crafted for a well-defined audience, you’ll persuade them. After all, an unforgettable vacation isn’t about you. It’s All About Them.
Hearts Then Minds
People accept an argument and plan a vacation for the same reason. They make a decision based on emotions and justify their decision with facts. Touch Hearts, Then Minds will be open to your message.
Make it Simple
Thoreau may have written “Simplify, simplify” but we’d advise you to “Simplify.” Make It Simple. Less is more.
Make it Quick
The world’s getting faster, and consumers are offered dozens of vacation options every day. Make It Quick.
Make it Yours
The easiest way to communicate is to mimic your competitors. However, you run the risk of people thinking you’re the same as your competitors, or that you ARE your competitors. Make It Yours with a message that looks, sounds and feels like you alone.
All Five Senses
It’s not enough to just blurt out information. The most effective communication and the most memorable vacations inspire all the senses. How will people feel when they’re experiencing your brand?
What will they see and hear? Is there a scent or a taste? All Five Senses make an impact.
Repeat. Repeat. Repeat.
Say it and then say it again. Because nobody has enough time in the day to give you full attention. Repeat, Repeat, Repeat your authentic Brand Values often, and in new and inspiring ways to make sure it sinks in.
WE BELIEVE