salisbury university

Make Tomorrow yours

What happens when someone believes in you? When someone, or a group of someones, recognizes your potential, helps you identify your passion and enthusiastically urges you forward? Momentum begins. Curiosity grows. Confidence gets a foothold. And eventually, you become unstoppable.

Be a tomorrow maker

THE PROJECT

Over the last 15 years, Salisbury University has grown in size, become a top producer of Fulbright faculty, and been designated by the National Science Foundation as a center for undergraduate research. SU attracts some of the best students in the region and boasts the highest four-year and six-year graduation rates and fastest time-to-degree completion of any of the comprehensive universities in the University of Maryland System.

To further distinguish itself, SU sought to articulate an identity that showcases its commitment to academic excellence and student success. Red Cactus led SU through a multi-phase branding process grounded in extensive research, surveys, and interviews with key stakeholders. This effort culminated in a new brand positioning framework and the tagline, "Make Tomorrow Yours"—an inspiring, action-focused mantra reflecting the transformative power of education.

THE IMPACT

Launched during SU’s Spirit Week and Alumni Homecoming in 2021, the brand campaign energized the community and was integrated across outdoor advertising, publications, recruitment videos, social media, and a refreshed website. The campaign has won multiple industry awards, including a CASE Best of District II Award, Gold at the 2022 Hermes Creative Awards, three MARCOM Awards, and five Educational Advertising Awards.

Since its launch, SU has seen increased student inquiries, applications, visits, and enrollments, with the Class of 2026 being one of the largest and most diverse in campus history. The Campus Bookstore also reported record sales, attributing success to the new brand.

What We Did

Market Research

Competitor Positioning Analysis

Qualitative Focus Groups

Brand Positioning Framework

Brand Creative with Tagline

"Living the Brand" Workshops

Brand Rollout Planning

Recruitment Publications

Alumni Posters

What to learn more about our research and branding process?

A Brand Campaign with impact

Since launching the campaign, Salisbury has seen a measurable increase in student inquires, applications, campus visits, and enrolled students.

The incoming Class of 2026 was one of the largest - and also the most diverse - in campus history.

Beatrice is the ultimate professional. Approachable, knowledgeable, resourceful, and engaged. She thoughtfully balanced concept development with solid data and research. A true partner in the journey to discover the right solution for your institution.

Sue Eagle, AVP of Marketing and Communications

Excellence in the Art of Branding

Our campaign has won multiple industry awards including CASE Best of District II Award, Gold at the Hermes Creative Awards, three MARCOM Awards, and five Educational Advertising Awards.