Fuel Your Potential
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 their 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.
In December 2022, we unveiled the new campaign, JOURNEY TO THRIVE, capturing the attention of prospective students, parents, and influencers throughout Tucson and beyond. The campaign won Platinum at the 2022 MARCOM Awards, one of the largest and most-respected creative competitions in the world while significantly boosting student inquires and applications.
What We Did
Market Research
Competitor Positioning Analysis
Brand Positioning Framework
Brand Creative
Focus Groups
Brand Guidelines
Brand Rollout Planning
Website Content
Social Media Graphics
Popup Banners
Print Posters
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This will be our journey, together...
Activating the brand
Red Cactus is currently working with CatholicU Tucson to activate the brand across all communication and marketing touchpoints including print, digital, video, and social platforms to engage key audiences, raise awareness, and drive results. While the campaign is still in its initial rollout phase, we have already seen a more than double increase in student inquires and applications with social media engagement at an all-time high.