Marian University: Useful and Faith-Promoting

Situation

An important part of the identity for Marian University is the faith aspect. One of the ways in which the university was looking to grow enrollment was among students for whom a faith-based education was important.

Solution

We helped the university identify a prime opportunity to promote the faith-based programs in the iconic image of the San Damiano cross. We knew this image would resonate with many students looking for the faith-based education that was a part of many of the programs. We were also looking for a way to capture the image that would give it staying power with the students to whom we gave it. That way in addition to the promotional value for the university, students could conveniently and proudly display it thereby extending the marketing value. We decided to make it a zipper pull with the image on one side and the university logo on the other. This proved to be very inexpensive, allowing us to produce and distribute great quantities.

Success

The San Damiano cross zipper pull proved to be so popular that we constantly had to produce multiple runs. As students started to display it on jackets and backpacks and keyrings, others in their circles also wanted one, which we were only happy to give them!

During this time Marian University also adopted the icon of Our Lady of Guadalupe, and we recognized a tactful opportunity to extend the use of the zipper pull to that image as well. This second zipper pull proved to be almost as popular as the first, and between the two of them we were able to expand significantly the marketing for faith-based programs at Marian University, which led to enrollment growth during a period of contraction for many of Marian’s competitors.