This One’s From the Heart

Resurrection University (now Oak Point University)
Branding, ad campaign, media buy

Text: It's amazing to be needed. A black woman in nurse's scrubs and a colorful head scarf.

The Challenge

Resurrection University specializes in nursing and other health careers and faced formidable competition in Chicago. Our solution was a campaign that stood out from the transactional, attribute-driven messaging that dominated the market. We focused on the emotions that drove ResU’s students, alumni, and faculty—gratitude, dedication, and joy—and captured more than 20 poignant, funny, and deeply personal stories with a direct, unadorned style.

The Impact

After the launch of It’s Amazing to Be Needed, Resurrection University had its best-attended open houses and its largest enrollment waitlist. It saw a 38 percent increase in homepage traffic. The campaign won several awards and developed an enthusiastic fan base on social media.

Project components

  • Brand platform
  • Brand messages
  • Message testing
  • Out-of-home advertising
  • Digital banners
  • Enrollment brochure
  • Direct mail
  • Video
Billboard showing "It's amazing to be needed" creative; subject is a white man in red scrubs.
Alternate versions of It's amazing to be needed billboards. Subjects are a black man in a shirt, tie, and sweater, and an Asian woman in scrubs.

"It's amazing to be needed" creative displayed on a bus stop shelter.
"It's amazing to be needed" creative used as brochure covers.
Portrait of a Black man in a shirt, tie and sweater.
Portrait of an Asian woman in red scrubs, with "It's amazing to be needed" text superimposed.
Brochure spreads showing students in classrooms. In one photo, students are examining a model skeleton.
Students practicing with a blood-pressure cuff.
Brochure spread showing two people in nurse's scrubs.
Portrait of a white woman in a red blouse and blue jacket.
Postcard creative.
Stills from a video showing heroic portraits of instructors and students.
Screenshots of banner ads.