January 14, 2025
In January 2024, the Marketing & Communications Department of Bethune-Cookman University engaged LHJ Brand Strategies to develop a recruitment-focused advertising campaign. The university had experienced declining enrollment figures in recent years. With a primary goal of increasing enrollment, we aimed to leverage the institution's rich history in a more impactful way. Ultimately, we embraced one of Dr. Mary McLeod Bethune’s most compelling quotes: “Without faith, nothing is possible. With it, nothing is impossible.”
Dr. Mary McLeod Bethune’s powerful words and her unwavering belief in the institution she established profoundly influenced our approach and led us toward a robust and faith-driven campaign tagline: Bethune-Cookman University: Where Nothing Is Impossible. The visual element featuring a transparent “Where” further underscored the message of “Nothing Is Impossible.”
"Linwood embraced this vision wholeheartedly, creating visuals that beautifully resonate with our Founder’s powerful statement: 'Without faith, nothing is possible. With it, nothing is impossible.' The graphics he developed not only highlight the essence of this message but also serve as a rallying cry for prospective students, encapsulating our unwavering commitment to excellence and limitless possibilities."
Crystal A. deGregory, Ph.D., acting Executive Director of Markerting & Communications
With this strong foundation rooted in historical significance, we shifted our focus towards prospective students. Utilizing imagery from marching bands and athletics is an effective strategy for student recruitment; thus, we opted for this trend while adopting a modern minimalist design approach. B-CU's Maroon and Gold colors are distinctly vibrant and can sometimes overwhelm when excessively used. Our choice of gray backgrounds was intended to temper their intensity while enhancing the impact of this unique color combination.
Below are several applications from this recruitment campaign. The sub-campaign—A World Of Opportunities—emerged as the most frequently utilized theme throughout the year.
Was the recruitment campaign successful?
In collaboration with other initiatives driven by the university, ABSOLUTELY! For fall 2024, B-CU proudly announced one of its largest enrollments yet for the upcoming academic year with 3,123 students—a notable 24.13% increase compared to last year—and included an impressive rise in freshman enrollment: 1,150 new students joining our community representing 36.82% of total enrollment.
"The remarkable achievement of record breaking applications and enrollment number not only highlights the trust families place in our institution but also showcases
our team’s dedication to providing the most enriching experience for our students.”
Dr. Camaille L. Shepard, acting VP of Enrollment Management.
"Working with Linwood has been and continues to be an absolute pleasure. His keen eye for detail and innovative approach ensured that the campaign not only engaged our audience but also inspired them to envision their future at Bethune-Cookman University making him an invaluable partner for any creative project!"
Crystal A. deGregory, Ph.D., acting Executive Director of Markerting & Communications
As always, LHJ Brand Strategies invites you to reach out with your brand challenges that are in need of unique solutions.
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