Empowering a “best-kept secret” university brand to claim the reputation it deserves with brand positioning, brand identity, brand architecture, and brand management.
In 2015, small, secluded Point Loma Nazarene University was being drowned out by bigger, louder institutions in the Southern California region. And its idyllic beachfront location defined its identity, overshadowing the elite level of academic excellence that the university was quietly achieving.
Point Loma needed an elite university brand that put academic excellence front and center. They also needed to tell a meaningful story that answered, “Why choose PLNU?” beyond the beach as their reach extended beyond traditional on-campus education to returning adults, professional programs, and online student audiences. And they needed to modernize the brand to better connect with a wider, more far-flung target student audience without losing heritage, history, or prestige.
“SIGNAL served as a true partner in building our brand. Not only did they help us discover and communicate what makes us true, meaningful, and different, but they also helped navigate the political landscape of our organization to make the brand real to stakeholders at the university. They then became advisors and confidants to our internal marketing team as we continued to live the brand.”Sharon Ayala
Point Loma Nazarene University
Associate Vice President, Marketing
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