From the Nominator

In 2024, Mary Baldwin University announced significant, sweeping changes to its academic offerings for the fall of 2025, with an eye toward innovation and modernization of curriculum. MBU's Office of Integrated Communication produced a series of marketing materials designed to introduce the pioneering major "neighborhood" structure, the new 10-course core curriculum, and other changes to the university's structures, major programs, and student life. These institutional changes were made with modern students' needs in mind and are being implemented at an unusual pace for higher education, especially for a historic institution such as MBU. Their comprehensive nature required a detailed approach from the OIC to ensure accuracy, brevity, and clarity in university marketing materials. To produce enough material to recruit a matriculating class, MBU's OIC worked closely with the university's Office of Enrollment Management, conducted an audit of MBU's academic and student life offerings, and collaborated with faculty across all disciplines to accurately represent their programs through the changes for the 2025-2026 year. The OIC team also conducted significant market research and audience testing in the local community. All items were designed entirely in summer and fall 2024 and immediately deployed by MBU's admissions team to recruit the class of 2029. As a result, MBU has enjoyed its most successful admissions season since the COVID-19 pandemic and begun to transform its image in the eyes of local and regional students.

From the Judges

Mary Baldwin University's "Made For You" campaign artfully redefines student recruitment by focusing on personal identity and community. It seamlessly bridges an innovative "neighborhood" concept with deeply insightful questioning, creating a modern, highly engaging experience and communicating a uniquely student-centric philosophy. This entry showcases exceptional creativity in its thematic approach, profound insight in its "Who do you want to be?" framing, and compelling execution through its engaging quiz and modern collateral, making it a standout example for others to follow.