Brand Strategy / Campaign / Awareness
Purpose That Paid Off
Client: Grand Canyon University
What I Did:
Took a dying Christian uni and gave it life — “Find Your Purpose” turned faith into a movement.
The Mess:
GCU was invisible—1,000 students, broke, lost against big dogs like ASU. No one knew where it was or why it mattered.
My Fix:
Built a bold platform — faith-fueled messaging, purple-soaked media blitz. Made purpose loud, not preachy — digital, social, TV, radio, OOH, all in.
The Win:
Enrollment exploded—1,000 to 125,000 by 2016.
Awareness doubled—11% to 23% unaided, 60% aided.
$2B valuation—saved and soaring.
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