Rebranding with Purpose to Drive Enrollment Growth.

Insight

Research revealed that Northwood University students — and those considering enrollment — placed significantly more emphasis on post-graduation employment and career advancement than their peers at competing institutions or the national average. Further qualitative interviews and focus groups uncovered a deeper insight: These students were not just career-focused but highly pragmatic, goal-driven and entrepreneurial. They were motivated by values including personal responsibility, global awareness, ethical leadership and a belief in free enterprise — a distinct identity that Northwood had yet to fully express in its brand.

Strategy

Guided by these insights, we repositioned Northwood University as the institution that best supports students whose inner compass aligns with purpose-driven success. Our campaign theme, “Where Will Your True North Lead You?” captured both the personal ambition and principled worldview of this audience. The strategy emphasized aligned messaging with deeply held student values while highlighting Northwood’s unique ability to turn drive into real-world outcomes.

Result

16% year-over-year increase in enrollment, directly tied to campaign rollout and message alignment

36% rise in engagement over 18 months following the brand launch using content Falls & Co. produced on the school’s website and social media channels

Carved out a distinct position among competitors, allowing Northwood to clearly and confidently communicate its value proposition to all stakeholders

Strengthened institutional reputation with faculty and prospective students alike, enhancing internal and external brand cohesion