Xavier University of Louisiana
Brand · Digital Marketing
READY TO LEVEL UP
Xavier University of Louisiana (XULA) had achieved world-class academic excellence, a close-knit, devoted community, and a reputation for uplifting and empowering Black students. And yet, they were being overlooked. Mistaken for Xavier University in Ohio. Left out of the narratives that should have centered on them.
XULA was ready to claim its place as a top HBCU and premier university when they partnered with VisionPoint. And VisionPoint was ready to help them elevate their storytelling to make that happen.
LISTENING CLOSELY
VisionPoint began this process by investing big in relationships – not just with our main points of contact but with the entire community. We held ten hours of Listening Tours with faculty, staff, students, and alumni, earning trust and analyzing information from these interviews.
This research shaped our strategy and pinpointed our key audiences (demographically, psychographically, and geographically), identifying how the brand elevation should look and feel to move those audiences. With strategy approval in hand, the creative team began to bring the brand to life.
OUR STORY WILL NOT BE CONTAINED
In our first round of the creative process, we presented various concepts that could be matched to some of their strengths. Our client partners liked this approach, but they didn’t love it. By centering on any one of Xavier’s strengths, it felt like we were neglecting the rest.
We couldn’t fit everything special and important in a nutshell. Xavier’s story could not be contained. This was a daunting creative challenge – and a solution in and of itself. What concept did we come up with next? Simply put, the truth: “Our story will not be contained.”
ENTHUSIASTIC COMMUNITY, GROUNDBREAKING RESULTS
Our biggest win for this entire project was the community’s reaction. When the concept was unveiled to the board and those loyal alumni, it won their approval. More than that: it won their enthusiasm and pride. Our client partner shared that the presentation ended with “a standing ovation and tears.”
Today, we’re broadcasting Xavier’s message far and wide, from program-specific podcasts and event geofencing to paid Search campaigns. In the early days of this campaign, we’re seeing click-through-rates and conversion rates more than 100% higher than industry benchmarks. We’re excited to see Xavier own this brand elevation and are thrilled to be part of their journey to greater renown.
