No college or university should ever be a “best-kept secret.” But in today’s competitive higher education market, when you’re a small, private institution situated in rural New York state, spreading the word and standing out isn’t so easy. With new institutional leadership and a strong desire to boost brand awareness and strengthen enrollment, Alfred University turned to CCA for a complete rebrand and comprehensive regional advertising campaign.
We began by conducting both qualitative and quantitative research, inviting the participation of all institutional stakeholders. We tested preliminary positioning themes and creative directions, leveraging the findings to craft a compelling brand narrative and positioning platform. The brand creative that followed highlights the distinctive Alfred attributes that define it so well: the magical quality of its valley location, its creativity and maker culture, faculty mentor muses who support and inspire students, a unique constellation of top-ranked programs, and a spirit of inclusion that continues to draw remarkable talent to Alfred after nearly 200 years.