Saint Joseph's University

Services:

Brand Strategy
Campaign Strategy

Live Greater

What's magis? That's exactly what we said. When Mindpower signed on as branding partners with Saint Joseph's University, the University had just completed research for a new positioning statement that featured the word magis. We were intrigued – and a little nervous. So, how do you translate an ineffable Jesuit principle into a brand? Fortunately, we love a challenge.

Magis comes from a Jesuit principle that means doing more for God. So, how do you translate that in a way that is respectful to Jesuit tradition and understandable in a broader community? We did it with the phrase: Live greater. That's the magis. The launch included a “station domination” of the 30th Street Station in downtown Philly.

The launch included a “station domination” of the 30th Street Station in downtown Philly

Saint Joseph's brand campaign launched in a big way – with TV spots that ran during the Summer Olympics and a live-from-campus broadcast of the NBC10 morning show.

Once we’d launched the institutional campaign, created undergraduate recruitment materials, and rolled the brand out to graduate business and arts and sciences programs, it was time to partner with SJU’s internal marketing and communications team. We put together workshops (along with lots of emails and phone calls) to help SJU’s designers and writers become confident carrying the brand messaging forward.

Results: Evidently, people like the idea of living greater. Web traffic jumped 75 percent after launch. The campus and social media buzzed. Alumni pride swelled. Campus visits increased 13 percent. Applications rose 7 percent. Deposits and enrollment grew 6 percent. And SJU recently enrolled its most diverse and academically qualified freshman class in University history.

What we did: Brand platform, advertising campaign (including broadcast production), recruitment campaign, web content, story collection and content strategy recommendations, sub-branding for Haub School of Business, College of Arts and Sciences, and Adult Education, brand training

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