Key Impact
$200M Revenue Generated • 48% Application Increase • 28% Undergraduate Growth • 15% Graduate Growth • 70+ National Creative Awards
The Unique Challenge
• Private nonprofit university’s brand failed to differentiate in competitive higher education market, with dated creative unable to communicate unique value proposition to prospective students and families evaluating multiple institutions
• Prospective students and families couldn’t articulate what made Aurora University different, resulting in stagnant enrollment and declining market share against larger, better-funded institutions
• Institution needed creative breakthrough that would drive measurable enrollment growth while establishing reputation for creative excellence in the higher education sector within constrained marketing budget
• Required complete brand repositioning with integrated creative campaign across all recruitment touchpoints — from digital advertising to campus materials — within aggressive timeline to impact upcoming enrollment cycles
The Strategic Solution
• Developed “Discover What Matters” brand identity positioning, emphasizing Aurora’s distinctive combination of academic excellence, personal attention, and purpose-focused outcomes differentiating from larger universities’ mass-market approach
• Directed award-winning integrated creative campaigns across all channels including print collateral, digital advertising, website redesign, campus environmental graphics, social media, and video content establishing cohesive, emotionally resonant brand experience
• Pioneered authentic storytelling approach featuring real student and alumni narratives replacing generic institutional messaging, creating emotional connection with prospective students through relatable success stories and personal transformation journeys
• Led complete visual identity system redesign establishing distinctive, contemporary aesthetic breaking from traditional higher education design conventions while maintaining institutional credibility and academic gravitas
• Collaborated with Executive Leadership ensuring creative strategy aligned with institutional priorities and enrollment goals while securing stakeholder buy-in for bold creative direction
Measurable Impact
• Generated estimated $200 million in additional tuition revenue through creative-driven enrollment transformation over 3-year period
• Achieved 48% increase in undergraduate applications demonstrating creative effectiveness in driving awareness and consideration among target prospective students
• Delivered 28% undergraduate enrollment growth and 15% graduate enrollment growth proving creative work converted interest into enrollment decisions and revenue
• Earned 70+ national creative awards including CASE: Pride of CASE, Collegiate Advertising Awards, American Graphic Design Awards, American Inhouse Design Awards, and American Web Design Award recognition, establishing Aurora’s creative excellence reputation in higher education marketing
• Created authentic storytelling video series generating 74K+ organic views with zero paid media investment, building emotional engagement and social proof through student narratives
Key Leadership Competencies
• Creative vision and strategic positioning transforming generic institutional brand into distinctive, emotionally resonant market position
• Integrated campaign leadership directing creative execution across multiple channels while maintaining consistent brand experience
• Authentic storytelling expertise pioneering narrative-driven, video-first approach replacing traditional institutional marketing with human-centered content
• Award-winning creative excellence delivering work recognized nationally while driving measurable business outcomes
• Stakeholder management and executive influence securing buy-in for bold creative direction across academic institution’s complex stakeholder environment
• Business impact orientation connecting creative strategy to enrollment growth and revenue generation, demonstrating ROI through $200M tuition revenue and positioning creative excellence as strategic driver
