Thinking Bigger

Duquesne University, the only Spiritan Catholic university in the United States, had an impressive and growing roster of professional-oriented programs and a research enterprise that punched far above its weight. It was a respected and sought-​after partner for health, education, and economic development in surrounding neighborhoods. But it lived in a crowded marketplace, and awareness wasn’t where it should have been, especially given that Duquesne had been a Pittsburgh mainstay since 1878.

Extensive campus intake and brand research with more than 4,300 people—prospects, high school counselors, alumni, and Pittsburgh-area residents—led us to a new big idea, “It’s Time for Bigger Goals,” and a dramatic visual look that was implemented by the in-house team. Duquesne now positions itself as an ambitious institution that empowers all its stakeholders to think more expansively; the tagline has become a mantra for the entire institution. New ads outperformed the previous year’s campaign with a 38 percent improvement in conversions.