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University of Dayton

University of Dayton

The University of Dayton — a Catholic, Marianist institution located in Dayton, Ohio — engaged us to develop a brand that could help communicate the benefit of its Marianist philosophy in a more relevant and provocative way, in order to increase applications and raise its reputation.

Situation

The University of Dayton was seen as a mostly regional university that relied on the surrounding Ohio area for most of its students. Recognizing that the oncoming demographic downshift among 17-year-olds would create increased competition for applicants, UD knew it had to act fast and develop a brand that would help it stand out from its competitors and increase its reach on a national and international scale.

Solution

The brand we developed boldly declared, “We do not have all the answers. But we ask the Big Questions — questions that inspire and provoke. And we search for the answers together.” Along with this messaging, we developed a new vibrant, modern graphic language and leveraged new technologies to showcase it in the form of the first-ever iPad viewbook app and a motion-sensitive video wall for the admissions lobby.

Results

After the first year in-market, inquiries increased by 37% and applications increased by 36%. The average S.A.T. score of incoming students went up 50 points and the university rose four slots in national rankings. Diversity increased by a third, and now more students are from out-of-state than in-state, coming from all 50 states and 76 countries. Our work for the University of Dayton has received media attention from The New York Times as well as recognition by The One Show.

Recognized by:

37% Increase in Inquiries
36% Increase in Applications
University’s National Ranking Up Four Slots