The Challenge
Our partnership with Sweet Briar College—a women’s college in Virginia—began after it made national headlines. In 2015, the college administration attempted to close Sweet Briar, and the alumnae banded together to prevent it. Our first campaign, “Fierce,” announced that Sweet Briar was back, connecting the college’s tenacity to prospects’ own sense of their indomitable selves.
The Impact
After getting Sweet Briar back on prospects’ radar, we evolved the messaging to “Women Making History” to reflect the college’s new leadership curriculum and sustainable agriculture initiative. In 2020, Sweet Briar saw its highest enrollment retention in 16 years and was named to U.S. News’ list of Most Innovative Colleges.
Project components
- Branding and testing
- Messaging for new programs
- Digital campaign
- Philanthropic messaging for alumnae
