vitalink 30th Anniversary Spotlight: Jackson State University

The results

• Enrollment increases for six straight semesters

• Jackson State University became the fastest growing HBCU in the country

• Alumni giving up for three consecutive years

• Morale and awareness on the rise across campus and beyond
  

  

The story behind record enrollment and giving

Not long ago, the picture at Jackson State University looked very different. Enrollment had declined for three years. Morale was low, marketing dollars were limited, and the president had resigned. JSU knew it needed new leadership and a new beginning to revive a diluted brand.

Choosing a research-based partner

Out of 32 competing agencies, JSU selected the team of vitalink and AndiSites. What set us apart was a research-based strategic approach and the ability to engage diverse stakeholder groups, from students and alumni to faculty, donors, and the community.

Building one brand

The work began with listening and looking. We assessed JSU’s current brand and how it was being used, and analyzed the communications department and its resources. From there, we built a fully integrated brand development initiative, including a comprehensive style guide covering brand architecture, messaging, and brand platform details so the brand could be applied consistently by everyone who represents the university.

One of the biggest steps was digital. We combined more than a hundred separate websites into one cohesive, branded site at jsums.edu, giving prospective students, alumni, and partners a single, clear front door to the university.

A brand people could rally around

With a unified story and a consistent look and voice, JSU

had something to build on. Students enrolled, alumni gave, and pride grew.

Jackson State’s turnaround shows what happens when a university commits to knowing who it is and tells that story clearly, everywhere.