Situation: Catawba is an inherently good place and has been for nearly two centuries. Committed to nurturing the full goodness of its students, determined to uplift surrounding communities, and eager to make an impact on a global stage, Catawba needed a re-energized brand position that demonstrated its own uniquely powerful good. With the help of Mindpower, Catawba leveraged it all—a new strategic plan, a long history of service, nationally-recognized sustainability efforts, plus next-gen labs and learning opportunities.
Solution: For the school that graduates students heart-first and hardwired for good, Catawba’s brand had to be an inspiring one, rooted in altruism, and worthy of its far-reaching contributions. Welcome to Good Goes Far, a brand platform that harnesses the potent ripple effects of compassion, service, and forward thinking to create a thriving, livable world. Grounded in the College’s values, Good Goes Far allows for rich storytelling by leaning into Catawba’s long history while keeping an eye on its vision for the future.
Results: Soon after its 2024 brand launch, the feedback started rolling in—and it was, well...good. The brand platform hit home for both internal and external audiences. Catawba saw a 21 percent increase in deposits from undergraduate, graduate, and transfer students over the previous year, 54% site engagement rate, 24% increase in web traffic, and significant year-over-year growth. The cherry on top: the Good Goes Far brand platform amassed national accolades—receiving multiple EAA awards, including gold for Top Advertising Campaign and Digital Video Ad. Good works.
What we did: Comprehensive brand research, development (strategy + concept), launch planning and implementation, creative testing, brand and social media content, guidelines, training, and toolkit, sub-brand support, photo and video production (including a suite of video solutions for advertising, awareness, and social media), enrollment solutions, and web content development