Education
/Case Study
MA helped GCU student enrollment soar within one year - without any beer.
Find Your Purpose
Grand Canyon University
Challenge
Grand Canyon University is a private, Christian university. Founded in Phoenix in 1949, GCU offers some of the finest educational programs in the nation, both on campus and online.
So what was the issue? Well, for one, most people didn't even know where Grand Canyon University was located. Or that it offered all the advantages of a traditional, faith-based university. How would we get there? Was it possible to enrich the integrity of this educational brand, and do it fast?
This wasn't just about putting students into seats. We needed to encourage students to discover their paths in life ... Callings only GCU could help them fulfill. And so, the "Find Your Purpose" campaign came to be.
Filled with imagery that reflected such callings, "Find Your Purpose" encouraged prospective students to pursue better degrees and meaningful careers. We also leveraged the university's outstanding academic programs and sports teams with faith-infused language to further echo the spirit of this campaign.
Results
Bold and engaging, "Find Your Purpose" quickly picked up momentum across every media - TV, radio, online, outdoor, even Metro Light Rail wraps - and inspired many to discover their passions. As motivating as it is memorable, the campaign continues to drive record website leads and fuel the university's revenue stream.
All of this led to a very big year for GCU. While unaided awareness for Arizona State University, the University of Arizona and University of Phoenix Online fell between 2% and 11%, GCU's unaided brand awareness grew from 11% to 14% or had a 27% positive change. Also, people rating GCU as "excellent" or "very good" rose 9%.
