Transforming Perceptions in Higher Education

Unveiling the True Potential

At the heart of our mission lies the belief that every institution has a unique story, a latent potential just waiting to be unleashed. Fayetteville State University (FSU) and the University of North Carolina – Greensboro (UNCG) stand as testaments to this belief. With over 150 years of history, FSU, a distinguished HBCU, and UNCG, a university misunderstood as a “second choice,” have both faced challenges in showcasing their true value. Our task was clear: to elevate these institutions from underappreciated gems to recognized beacons of higher education.

The Challenge

FSU and UNCG shared a common plight—being overshadowed despite their remarkable attributes. FSU struggled to highlight its strengths beyond affordability, while UNCG battled the perception of being a backup option. Both institutions deserved a narrative that reflected their true essence: centers of excellence, innovation, and transformation.

Our Approach

Through a strategic blend of brand messaging, in-depth research, creative marketing, and precise media placement, we embarked on a journey to reshape perceptions. Our campaigns were rooted in authenticity, showcasing the real-life impact of FSU and UNCG on their students, faculty, and communities.

The Transformation

Fayetteville State University:

  • Achieved its largest full-time freshmen class in 20 years
  • Reached historic high retention rates
  • Welcomed the highest number of military-affiliated students ever
  • Saw residence halls reach 100% capacity

University of North Carolina – Greensboro:

  • Transformed from a perceived “backup plan” to a first-choice destination for education
  • Unveiled the specialness of UNCG, highlighting an environment where students exceed their own expectations

The Impact

Our campaigns did more than just alter perceptions; they sparked a movement. FSU and UNCG are now recognized for their excellence, inclusivity, and ability to empower students toward achieving greatness. We’ve shown that with the right approach, even the most underestimated institutions can awaken from their slumber and rise as giants in the landscape of higher education.

Take a closer look at how we awakened the sleeping giant at FSU

Let’s talk briefly about where you are, and we’ll give you our thoughts.