Pace University


    Situation: From its very beginning, Pace has been all about connecting students to career opportunities. For more than a century, the University had been doing exactly that, while quietly expanding its offerings and strengthening its already-notable programs. The problem? In a noisy New York market, Pace was getting drowned out. Multiple campuses (offering very different experiences) added to the challenge of carving out reputational space.

    Solution: We elevated what Pace does by elevating who Pace does it for. The research pointed toward an overarching sense of purpose: Pace students are uniquely end-game focused and driven to achieve their goals. The GO-GETTERS brand captures that energy and optimism, unifies Pace’s diverse student body, and celebrates the University’s ability to launch students on an upward trajectory. It also positions Pace as driving the conversation – infusing energy and innovation in to business, technology, environmental law, and more.

    Results: The Go-Getters brand platform launched in Summer 2021, followed by the brand awareness media campaign in Fall 2021. The brand tracking study we conducted in Spring 2023 reflected dramatic awareness and reputation increases of Pace among its competitor set in NYC and the region at large. Comparing data from our initial brand study in Fall 2019 to the one completed in Spring 2023, awareness of Pace in NYC was up 11 points, overall positive sentiment increased 8 points in NYC and 16 points in Westchester County, consideration levels for Pace in NYC increased by 4 points and increased by 7 points in Westchester County. Alumni net promoter scores were up 18 points three years into the brand campaign.

    What we did: comprehensive brand study, brand tracking research, brand strategy, brand concept, logo development, brand implementation, brand and social media guidelines, brand training and consultation, COVID communications, photography, video production including brand anthem and storytelling series, enrollment materials, environmental design, web design and messaging consultation, visit center welcome presentation, brand awareness campaign including digital, transit, OTT/CTV, out-of-home, and radio

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