The Challenge
Resurrection University specializes in nursing and other health careers and faced formidable competition in Chicago. Our solution was a campaign that stood out from the transactional, attribute-driven messaging that dominated the market. We focused on the emotions that drove ResU’s students, alumni, and faculty—gratitude, dedication, and joy—and captured more than 20 poignant, funny, and deeply personal stories with a direct, unadorned style.
The Impact
After the launch of It’s Amazing to Be Needed, Resurrection University had its best-attended open houses and its largest enrollment waitlist. It saw a 38 percent increase in homepage traffic. The campaign won several awards and developed an enthusiastic fan base on social media.
Project components
- Brand platform
- Brand messages
- Message testing
- Out-of-home advertising
- Digital banners
- Enrollment brochure
- Direct mail
- Video
