AZUSA PACIFIC UNIVERSITY
Boosting Undergraduate Enrollment Through Brand Transformation
As the Azusa Pacific University admissions team was gearing up for a new enrollment season, they required a fresh brand campaign that would amplify the value of an APU education to a new generation of prospective students.
Situation
APU faced multiple years of declining undergraduate enrollment, and its outdated recruitment materials no longer aligned with the university’s updated vision nor resonated with prospective students. With new leadership eager to reverse the trend, we were called upon to develop a fresh brand campaign and identity system that appealed to a new generation. The project entailed creating a new identity system, a comprehensive viewbook, and supporting brand materials that positioned APU as a top choice among faith-based universities to attract more students.
Recruitment Materials
In addition to the viewbook, we designed a suite of recruitment materials that equipped the enrollment team to effectively engage prospective undergraduates at each phase of the recruitment cycle. As students deepened their inquiry into APU, they received additional collateral that motivated them to move forward. The process concluded with an "admit box" for accepted students, filled with APU-branded gear like a t-shirt, a YETI mug with a voucher for a free coffee at an on-campus café, a carabiner keychain, and a card with instructions to finalize the admission process by submitting their tuition deposit.
Impact
Our brand work revitalized Azusa Pacific University's recruitment efforts, making a measurable impact on student engagement and enrollment. By aligning the university’s identity with its evolving vision and value propositions, the materials effectively captured the attention of prospective students and motivated them through the decision-making process. The updated branding and targeted communications fostered a deeper connection with students, contributing to a stronger interest in APU and strengthening its ability to convert interest into enrollment.
Undergraduate Viewbook
Working closely with Azusa Pacific University‘s in-house communications team, we designed a comprehensive 50-page viewbook, advising on content development and managing the entire development process. The viewbook introduces prospective undergraduate students to the numerous advantages of an APU education, emphasizing academics, community service, campus life, geographic setting, and financial aid resources all within the context of the university’s faith-based values. Our approach spotlighted both the university‘s resources and the outcomes achieved by its students, presenting a compelling narrative of the college experience. Each spread was thoughtfully designed with engaging imagery, impactful headlines, and an airy layout to enhance readability and engagement.