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.
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 better tell its story, SU had a goal to “develop and articulate an identity that distinguishes SU as an outstanding public regional comprehensive University committed to academic excellence and student success.”
To help accomplish this goal, Red Cactus Marketing led the university through a multi-phase institution-wide process, informed by robust research, online surveys, focus groups and in-depth interviews of students, faculty, staff, alumni, donors, parents, community members and other stakeholders.
The research served as a strong foundation for hands-on workshops and strategy sessions leading to a new brand positioning framework and tagline - "Make Tomorrow Yours" – a powerful and emotive, action-focused mantra that captures the life changing potential of education.
The brand campaign quickly energized the entire community following the official launch during Salisbury University’s Spirit Week and Alumni Homecoming and Family Weekend, October 18-24, 2021.
“I think you’ll agree that while this forward-facing branding effort is new, the end result is true to SU,” said Salisbury President Charles Wight. “We have accurately captured the long-standing commitment of our institution to providing students with rich and plentiful opportunities, as well as the dedication of our faculty and staff who change the trajectory of our students’ lives and open doors for graduates to thrive. Yes, we are tomorrow makers.”
The brand campaign has been successfully integrated into all aspects of the university’s marketing and communication efforts including outdoor advertising, publications, recruitment videos, social media and a refreshed website. The campaign has won several industry awards including a CASE Best of District II Award, Gold at the 2022 Hermes Creative Awards, three 2022 MARCOM Awards and five Educational Advertising Awards.
Since launching the brand, the university 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. The Campus Bookstore also reported a record year, crediting the new branding effort for increased sales.
Competitor Positioning Analysis
Qualitative Focus Groups
Brand Positioning Framework
Brand Creative with Tagline
"Living the Brand" Workshops
Brand Rollout Planning
What to learn more about our research and branding process?
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.
Sue Eagle, AVP of Marketing and Communications
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.
Jason Curtis, VP for Advancement and External Affairs