Summary of Partnership: DAKOTA WESLEYAN UNIVERSITY [PROJECT #1]

249%

Increase in online

enrollment in three years

3

Major building projects in four years as giving has increased

8

Multi-faceted projects with Credo since

2014

Opportunity & Approach:Dakota Wesleyan University initially approached Credo with the desire for strategic planning to drive the insitution forward. With a bold new president, DWU was poised for growth and transformation. In the midst of the strategic planning process, DWU needed to jump-start their enrollment by reenergizing their small admission department, and creating a more intentional bridge between enrollment and institutional marketing. Credo conducted an intensive joint enrollment and marketing assessment which resulted in a signi� cant list of core operational and visual recommendations presented to the campus community. Credo continued the partnership with both departments to prioritize and advise on implementation of those recommendations.

DWU engaged Credo to develop a brand plan, positioning statements, messaging, and creative concepts for a new look and feel for the university's image. The University knew a rebrand would be the � nal piece of relaunching DWU as a strong liberal arts university in the region. Credo conducted a series of qualitative, targeted focus groups, and listened to the community’s voices. In a collaborative team approach in which writers, designers, and marketing strategists analyzed and synthesized the voices of the campus community, the extended Credo team collectively developed dynamic rebranding core concepts, including a logo re� ective of the University’s mission, and a tagline that encapsulated the vision and philosophical direction of the campus.

Most recently, DWU partnered with Credo on society development, launching a new $1,000 donor society to support the initaitives and future of the institution. The visual identity of the university as a whole played a critical role in the development and execution of their new society identity and collateral.

Through a system of communication � ow, personal attention, and the leveraging of scheduled events, Credo partnered with DWU to develop a society model that will assist the institution in cultivating an important group of donors. This partnership included an on-site workshop, a customized society development plan, and ongoing implementation assistance.

Outcomes:What does success look like to Dakota Wesleyan? Just look around the campus or check out their digital assets. The “D-Dub” community proudly � aunts their new logo and brand elements. From sweatshirts to street signs to social media, their printed, environmental, and digital branding di� erentiates their place in the higher education landscape, and sets the tone for students’ academic success and retention, connecting prospective best-� t students with the mission of the school.

The success of this project can also be seen in the numbers. DWU broke their enrollment record this year, hitting the 900 student mark. Even more exciting is the reach of digital marketing and communication strategies for online markets. “Three years ago we had 55 online students – this year we have 197 – that’s a 249 percent increase in three years,” said Enrollment Director Fredel Thomas. Combined with the hard work of the faculty, sta� , and student brand ambassadors, Credo is proud to have been a part of increasing brand awareness, strengthening communications, growing the new student population, and demonstrating just how far comprehensive, customized marketing, branding, advancement, and enrollment solutions can go.

• Brand Positioning & Messaging

• Creative Concepting & Testing

• Admission & Marketing Assessment

• Society Development

• Major Gifts Consulting

• Campus master Planning

• Strategic Planning

• Search Assistance

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