As part of a team assembled by GDA Integrated Services, I worked with Dakota Wesleyan University to shape branding and messaging for this small Midwestern university with a strong faith foundation. Challenged by a market crowded with affordable state institutions too large to focus on individuals, DWU needed to distinguish itself.
Building on existing strengths in nursing and education, GDA helped reinvent the university in three academic divisions.
The bold positioning RGWE developed, Learn Strong, arose from their use of formal strengths assessment for incoming freshmen. Assessed strengths guide mentoring and advising; it is their personalized distinction. Since 2008, new branding and messaging combined with institutional reorganization has led DWU to a clear market position. Today, they are thriving with new programs, new facilities, and growing numbers of students.
"At Dakota Wesleyan, you’ll discover sooner what you can accomplish. You’ll find the strength to be your best."