Red Cactus wins 14 Educational Advertising Awards!

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The Catholic University of America - Tucson

Journey to Thrive

The world revolves around ethical leaders and fearless problem-solvers.


Become both at The Catholic University of America - Tucson.

Fuel Your Potential

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. 

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


Want to learn more about our marketing and branding capabilities? 

Contact Us

Red Cactus’ professionalism and attention to detail is second to none. We truly appreciate their expertise and knowledge and are incredibly grateful for what they bring to our team.


Keiran Roche, Associate Dean

This will be our journey, together...

Higher education poster with students, faculty and staff

Thriving enrollment

Red Cactus continues to work 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. Fall 2023 welcomed its largest class - nearly double the number of students from the previous year. 

Now that's thriving!

The Catholic University of America - Tucson wins Platinum!

The Catholic University of America - Tucson brand campaign won Platinum at the 2022 MARCOM Awards. In 2023, the campaign also won four Educational Advertising Awards and an American Advertising Award for "excellence in the art of advertising."

Each time I see the next step in this branding process, I get excited to share it with current and prospective students. Thank you for so passionately and thoughtfully engaging in our "brand" and amplifying it to make us known in the community. We're thrilled to have you as part of our team!


Ellen Fisher, Tucson Program Coordinator

Get inspired

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