The Unique Challenge
• Private nonprofit university needed comprehensive brand transformation to drive enrollment growth in competitive higher education market
• Existing brand wasn’t effectively communicating the university’s story and value proposition to prospective students
• Creative team and production capabilities were insufficient for ambitious growth goals requiring operational scaling
The Strategic Solution
• Led comprehensive university brand portfolio strategy and complete rebranding initiative across all touchpoints
• Developed positioning emphasizing academic excellence, personal attention, and career outcomes for competitive differentiation
• Built and scaled creative team from 2 to 7 full-time employees plus freelancer network with comprehensive mentorship
• Established internal photo and video production capabilities from ground up delivering $400K cost savings
• Created comprehensive project management and production systems enabling 1,000+ annual creative pieces
• Collaborated with Admissions, Academic Affairs, and Executive Leadership ensuring strategic alignment
Measurable Impact
• Generated estimated $200 million in additional tuition revenue through enrollment growth
• Achieved 48% increase in undergraduate applications over 3-year transformation period (2012-2015)
• Delivered 28% enrollment growth in undergraduate programs and 15% in graduate programs during the transformation period
• Earned 70+ national creative awards demonstrating creative excellence
Key Leadership Competencies
• Complete brand transformation driving measurable business growth
• Team building and talent development expertise in creative environments
• Ability to balance creative excellence with operational efficiency and cost management
