Bethel University

Goal

Increase applications (and hopefully enrollments) at Bethel University for both the traditional undergraduate (TU) and College of Professional Studies (CPS) schools.

Brief

Bethel University rebranded itself almost two years ago through its “Become You” campaign and positioning. Due to multiple different reasons, they have not been able to finish telling this story.

Audience

TU:

● Students: 16-24, male and female, high school juniors and seniors trying to choose a college and are looking for a smaller, Christian university

● Parents: 45-54, male and female, have high school-aged students who are starting the college search, maybe the parents themselves didn’t get to go to college, but are looking for options for their kids, Christian/family values

CPS:

● Students: 24-45, male and female, looking to earn their degree or finish their degree online, either out of convenience or out of safety concerns