TRANSFORMING PERCEPTIONS IN HIGHER EDUCATION
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
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
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.
FEATURED CLIENT
How We Awakened A Sleeping Giant
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 net generation of doers. Are You In?
CLIENT
Fayetteville State University
DATE
September 2023
CATEGORY
Institutional
CONTACT US
We are all problem solvers first. One and all. Let’s talk briefly about where you are, and we’ll give you our thoughts.
ABOUT US
Disproving the traditional tenets of size, money and power.
The Deck Is Always Stacked
One against many.
Small against mighty.
New against old.
But Not For Us
Here at The Republik, we’ve assembled a team of free thinkers willing to push one another into powerful collisions of insight that dismantle the tenets of size, money and power to meaningfully impact lives.
JOURNAL
Having worked with hundreds of companies and brands through the years, we understand the value of an outside perspective. We created WhyAxis to provide customized answers that address clients' specific needs, not packaged solutions. Every engagement begins with a candid conversation to understand your current position and where you want to go.
OLD DOG, NEW TRICKS
STRATEGY
If You Don't Know Where You Are Going, Any Road Will Get You There.
With marketing, it’s pretty easy to convince yourself doing anything is better than waiting, especially in uncertain times. We would argue the opposite.
DIRECT FROM THE CHESHIRE CAT
RESEARCH
ABOUT US
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.
Do you know?
Or do you think you know?
You will hear that from us a lot. Getting it right means being willing to go down a new path if necessary – always questioning. If you already have the answer, you probably don’t need us.
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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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When you think of ad agencies, you often think of silos. Creative. Account Services. Production. And the like. Not here. Not us.
We are all problem solvers first. One and all. And we all have multiple functional responsibilities. Why? Everything today is interconnected. While we all bring a special point of view to the table, we have a shared responsibility to our client companies and their brands.
We are fluent in all forms of media, social media, digital, placemaking, experiential design, promotions, events, and public relations.
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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.
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The deck is always stacked.
One against many.
Small against mighty.
New against old.
But not for us.
Here at The Republik, we’ve assembled a team of free thinkers willing to push one another into powerful collisions of insight that dismantle the tenets of size, money and power to meaningfully impact lives.
IN THE NEWS