In the lifespan of every institution, there are a handful of pivotal moments when people come together to achieve something remarkable. For Drury University, the creation and launch of "Your Drury Fusion," a radically new and innovative academic experience, marked such a moment. In the midst of tremendous disruption in the higher education space, no more so than among private liberal arts institutions, Drury University knew that to control its own destiny it needed a new brand positioning strategy; one based not on communications alone but on a differentiated academic experience that could then be branded and communicated to key stakeholders. Based on empirical research, faculty redefined the student experience to create a program unlike anything that exists. In the span of just 18 months, Drury reinvented a new curriculum, created a new brand and launched "Your Drury Fusion" to the world in the fall of 2018, generating increased excitement and attention among key stakeholders, evidenced by improvement in several key performance indicators including double-digit increases in student inquiries, website traffic and fundraising.
From the Judges
Presented a strong foundation, research and plan in its marketing/branding initiative with an essential nod to having faculty buy in before rolling out the campaign. The Fusebox tactics were very well done and engaging. Strong photography and video efforts helped this entry stand out. The concept was solid and true to Drury’s brand positioning as it would be difficult to just insert any other school name.
