The Catholic University of America - Tucson

THE PROJECT

The Catholic University of America is a national research university located in the in the heart of Washington, D.C.  It was founded by the Catholic bishops of the United States, with a charter from then Pope Leo XIII, to be the national pontifical university of the Catholic Church in America. For more than 130 years, the University has lived out its mission to discover and impart the truth through excellence in teaching and research. 

In fall 2020, The Catholic University of America launched its innovative new BA in Management program in Tucson, Arizona with a commitment to improving the lives of students, their families, and the city itself.  The University worked with over 300 members of the community to customize this program for Tucson and form a local employer network to help students build bridges to local businesses and to prepare students for the future of work. 

Two years after launching the new program, the University was ready to take its marketing and branding to the next level. The goal: build awareness, increase visibility, and double enrollment among first-generation college students coming from underserved areas and less advantaged backgrounds. 

To accomplish this, Red Cactus took the University through a collaborative branding process focused on developing an authentic and distinctive brand identity and launching a community-centered marketing strategy. 

THE IMPACT

In December 2022, we unveiled the new campaign, JOURNEY TO THRIVE, which captured the attention of prospective students, parents, and influencers throughout Tucson and beyond. The campaign won multiple industry awards, including Platinum at the 2022 MARCOM Awards, while significantly boosting student inquiries, applications, and enrolled students.