Faced with a rapidly changing higher education landscape, defined by shifting student sentiments and the impact of a global pandemic, Colorado Mesa University (and its technical division, Western Colorado Community College) needed a creative strategy that would capture the school’s unique offerings, while building greater awareness and enrollment by connecting to the ideals of the next generation.

To create a compelling way to tell the CMU story and connect with the hearts and minds of prospective students, we tapped into unmet needs through in-depth focus groups. Uncovering a shared value between student and university to challenge the higher education status quo, we crafted the Just West of Ordinary brand campaign—a collage-style creative approach inspired by the multi-faceted students, as well as CMU’s unique western location and atypical approach to education.

With custom assets and a multi-channel media plan in place, we launched the ongoing integrated campaign across physical, digital, and social realms. Breaking through the clutter of higher education category norms, the high-performing campaign has been successful in increasing awareness, applications, and enrollment for Colorado Mesa University. The work also won the 2022 Gold Marcom Award for Integrated Marketing Campaign.