About the Campaign
In fall 2012, Rockhurst University launched the brand advertising campaign, “Where leaders learn” in an effort to raise the University’s visibility and distinction in its hometown of Kansas City, Missouri. Always a respected yet understated Jesuit institution; Rockhurst is entering a new era of celebrated accomplishment and opportunity.
Through this visibility campaign, Rockhurst will renew its longtime relationship with Kansas City. Ads will showcase a series of current students paired with accomplished Kansas City alumni to demonstrate that Rockhurst graduates go on to become successful, ethical leaders in nearly every industry. Rockhurst has a long history of helping students recognize their unique gifts of leadership, and this campaign will shine a light on those stories. Rockhurst’s unique approach to education and focus on service will be highlighted in the messaging. The campaign is aspirational and evidence of the University’s mission—to transform lives and form leaders.
Billboards, boasting Rockhurt’s new tagline and bold brand colors, lined the metro area’s major highways during fall 2012 and will again in spring 2013—piquing the interest of drivers traveling to and from downtown Kansas City. Print ads will begin running in January 2013 in publications like The Kansas City Star, Kansas City Business Journal, INK Magazine, and The Catholic Key. Rockhurst President the Rev. Thomas B. Curran, S.J., lent his voice to promote the University on radio commercials, which aired in mid-November on popular stations throughout the Kansas City area. Additional marketing and advertising efforts can be found online and on social media sites, such as Facebook and Twitter.
The campaign was developed and executed by Rockhurst’s in-house staff members in the Office of Public Relations and Marketing (PRM). Staff members gathered insights through focus groups and conversations with students, faculty, staff, and, alumni to determine the University’s differentiating attributes—one being that Rockhurst is a learning community built for leaders. From there, the creative process led to the University’s new tagline, “Where leaders learn,” followed by the launch of the visibility campaign. The campaign is intended to reach potential students, parents, alumni and influencers in the Kansas City business community. The campaign coincides with additional marketing milestones to promote the brand, such as the creation of new brand identity guidelines, a redesigned website and brand collateral.