How a small university stood out in a state where everything is bigger.
Texas Wesleyan University, founded in 1890, is a small, private university on the outskirts of Fort Worth with a strong focus on professional and career preparation. Our task was to emphasize how the school’s intimate class sizes differentiated them from other colleges and universities in the area.
Our approach was to position Texas Wesleyan’s small campus and class sizes as the smarter alternative for students searching for a hands on education, compared to other similar schools in the region. The promise of engaged and involved faculty, an emphasis on classes that prioritized critical thinking, and the professional potential for graduates paid off the benefits of a small university.
While Texas Wesleyan is a destination for individuals considering a continuation of their education, the campaign as a whole was predominantly intended to target graduating high school students. Each :15 ad utilized entertaining found footage that young adults could relate with, to break through the clutter. We then paid off each clip with a creative but purposeful headline, engaging footage from campus, and a voice over to reinforce the benefits of the university.
Another large portion of the media plan was billboards, refreshed and modernized with a new look and feel that included a new ownable brand color unique to Texas Wesleyan. After several rounds of copy exploration and on-campus student surveys conducted by the Texas Wesleyan University marketing department, six headlines were chosen to display throughout Dallas and Fort Worth. Each unique line reinforced one of the five university brand pillars revolving around the engaging faculty, intimate class sizes, and post-grad potential, while also paying off the campaign tag of ‘Smaller. Smarter.’