Grand Valley State University

Creating an integrated brand campaign for university recruiting and development.

Grand Valley State University has a challenge common among regional higher educational institutions. A paradigm shift in higher ed is shaping how schools need to communicate their value, with an ever higher level of competition for both students and donor dollars.

GVSU asked Peopledesign to achieve something they had never done before – create an integrated campaign for both recruiting and development. We helped bridge a departmental gap that exists in many institutions, first by better understanding the objectives of each group, then overlaying our strategic process and primary research. Then we developed recommendations for a more focused identity program that begins to address the needs of the GVSU brand itself.

The resulting campaign has been widely adopted by both groups and is expanding to other parts of the school including students and faculty.

The Laker Effect program is overwhelmingly popular with all constituencies and we owe that success to your leadership and expertise.

Nancy French
Senior Director of Communications
University Development

Grand Valley State University
Grand Valley State University

Next project: Georgia-Pacific