The art of purpose-driven marketing — Chad Wilson // Grand Canyon Education, Inc.
Chad Wilson
Grand Canyon Education, Inc.
- Part 1 The art of purpose-driven marketing — Chad Wilson // Grand Canyon Education, Inc.
- Part 2Rebranding in the higher education space — Chad Wilson // Grand Canyon Education, Inc.
Show Notes
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02:39Chads background in marketing, advertising, and brandingChad began his career in the late 90s, working at agencies like E.B. Lane and Moses Anshell, where he was introduced to the GCU account. Since 2014, Chad has been working at GCE where hes currently the VP and Executive Creative Director of Brand Marketing.
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07:48GCUs purpose driven marketingGCUs 2009 "Find our purpose" campaign perfectly embodies its positioning in the marketplace as a Christian university offering an education with faith woven into the curriculum. All students are welcome to discover and pursue their God-given purpose regardless of their faith.
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13:29Metrics of success for the "Find Your Purpose" campaignOver the last 15 years, enrollment has increased from 11,000 to 118,000, and GCU has kept tuition flat. This showcases the university's operational efficiency and commitment to social mobility via higher education access for all socioeconomic classes of Americans.
Quotes
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"When President Mueller and team came over and started to run GCU in 2008, we had 11,000 students. Today, we have about 118,00 students across the country." - Chad Wilson
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"When you look at other institutions across the country, they're raising tuition exponentially. However, GCU hasnt raised tuition on the ground campus in Phoenix for 16 years." - Chad Wilson
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"If you have a passion for marketing, advertising, and branding, just get in where you can and study the game. You must know the ins and outs of all aspects to be fantastic at it." - Chad Wilson
- Part 1 The art of purpose-driven marketing — Chad Wilson // Grand Canyon Education, Inc.
- Part 2Rebranding in the higher education space — Chad Wilson // Grand Canyon Education, Inc.
Up Next:
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Part 1The art of purpose-driven marketing — Chad Wilson // Grand Canyon Education, Inc.
Chad Wilson, Vice President and Executive Creative Director of Brand Marketing at Grand Canyon Education, Inc., delves into purpose-driven marketing and branding for higher education. While the marketing world often looks to iconic examples like Nike's "Just Do It" as the pinnacle, for Grand Canyon University, "Find your purpose" stands as their gold standard. GCU's commitment to guiding students to the next levels of their lives echoes through every aspect of their unique approach to education. Today, Chad discusses the art of purpose-driven marketing.
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Part 2Rebranding in the higher education space — Chad Wilson // Grand Canyon Education, Inc.
Chad Wilson, Vice President and Executive Creative Director of Brand Marketing at Grand Canyon Education, Inc., delves into purpose-driven marketing and branding for higher education. Higher education marketing faces challenges due to the "sea of sameness" in visuals and promotional materials across institutions. However, schools like GCU are tackling these challenges by highlighting real student experiences and stores to connect students and prospects. Today, Chad discusses rebranding in the higher education space.
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