Opportunity
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 the surrounding neighborhoods’ health, education, and economic development. A Pittsburgh fixture since 1878, yet somehow flying under the radar in a crowded education market.
Insight:
We started with an unprecedented research initiative that involved more than 4,300 people including prospects, high school counselors, alumni, and Pittsburgh-area residents. We discovered that audiences appreciated Duquesne’s distinctive willingness to meet them where they are while pushing them to raise their expectations.
Solution
This led us to the big idea, “It’s Time for Bigger Goals.” Duquesne now positions itself as an ambitious institution empowering every stakeholder to think more expansively. They’ve launched a medical school and an engineering program, are managing a transformational gift to the law school, raised over $300M, and experienced three straight years of enrollment growth. Three years later, a brand health study found that the messages continued to resonate with key audiences, providing the data to prove that the brand is a shared asset to be supported and championed.
