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Gardner-Webb University

Gardner-Webb University

Integrated Marketing
Website Design and Development
VisionPoint clearly understands higher education, a trait that I suspect is not universal among marketing firms. They were thorough, creative and collegial throughout. As well as having done their homework on Gardner-Webb, they worked tirelessly to get to know us, including all sectors of the University community.
Dr. Frank Bonner, President

How do you sell the value of a liberal arts degree in a jobs-focused economy?

Like many institutions post-recession, Gardner-Webb was grappling with a period of steady enrollment decline, converting only 17% of traditional undergraduate admitted students.

Recognizing The Challenges

Gardner-Webb was experiencing increased competition for a shrinking number of qualified high school graduates, while struggling to combat the misperception that a liberal arts degree is somehow less valuable in a jobs-focused economy.

A Great Brand is a Great Story

Gardner-Webb engaged VisionPoint to rebrand the University and reinvigorate its enrollment marketing strategy. The key would be to distill the unique attributes and differentiators that set Gardner-Webb apart into a clear brand identity, and then communicate that brand promise in compelling ways.

Igniting Cultural Change

By carving out a market position Gardner-Webb can truly “own,” the new brand has revitalized the University’s internal marketing efforts and served as a catalyst for cultural change at almost every level of the University.

Students Who Truly Fit

Prospective students now understand who Gardner-Webb really is and what the University stands for, making it easier to discern the University’s brand promise and decide if it aligns with their desired educational experience.

A Brand-Driven Enrollment Marketing Strategy

The crux of our strategy was a hypothesis that most tuition-driven institutions consider too risky to try: that targeting fewer students could actually lead to higher enrollment. Gardner-Webb would stop trying to be all things to all people. Instead, the University would simply and confidently, be itself.

Higher Enrollment of a Smaller Universe

For Gardner-Webb, the investment into a narrowly targeted, brand-driven enrollment marketing strategy brought a huge and immediate return.

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