5° + Roberts Wesleyan University
Strategic Narrative • Rallying Cry • Message Map • Brand Book • Visual Design Assets • Brand Video
The Opportunity
Roberts Wesleyan University is a school that understands mission. The university’s leaders had already done the hard work of developing a long-range strategic plan and identifying the school’s market position. Next would be the storytelling. They were ready to find their voice and develop their one-of-a-kind messaging—to show the world what they’re all about.
The Plan
The campaign included creative development, project management, and creative assets to apply broadly to prospective students, parents, donors, alumni, and university partners.
Throughout the discovery phase of the project, we heard real-time testimonies that brought to life Roberts’ foundational pillars. The answer to “Why Roberts?” was eventually distilled in this value proposition:
Pursue your one-of-a-kind calling. Engage your heart and mind. Shape and serve the world around you. Through customized educational pathways grounded in a Christian worldview, you’ll develop as a proven leader in your profession. Empowered for action, you’ll stand with confidence and press on with courageous character.
We quickly recognized—this energizing call to action is something to rally around. The university community was going “all in”—and they would invite prospective students to be part of the story. The “ALL IN” rallying cry was born.
The Results
The ALL IN theme quickly caught on. The sentiment is now going beyond the campaign into the culture of the campus. In authentic storytelling, words and visual imagery weave a narrative that comes to life on the page, on the screen—and when we meet each other face-to-face. That’s what is happening at Roberts.
“Our team knew that working with an outside partner would help us create a campaign that would be bold, new, fresh, and with the right messaging to reach prospective students. We wanted to bring this project to life and partner with an agency experienced in Christian higher education from concept to launch, and 5° was the right choice for Roberts.”
–DONNA McLAREN, Associate VP of Brand & Marketing Communications
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