Baylor University

The Insight

Baylor’s unapologetic Christian foundation was a unique selling point for right-fit prospects and their parents, who valued faith-focused education. However, misconceptions about the integration of faith within Baylor’s academics meant that many prospective students were unsure if they would receive the Christian education they sought. The opportunity lay in doubling down on Baylor’s Christian commitments while reinforcing its academic strengths. 

The Solution

SimpsonScarborough developed a brand campaign called “Baylor in Deed,” aligned with Baylor’s new strategic plan, ”Baylor in Deeds.”

The campaign emphasized Baylor’s values in action, showcasing both the personal impact of individual students and the collective good deeds performed by the institution. This dual approach highlighted the intersection of faith, knowledge, and service, positioning Baylor as a first-choice institution for academically talented, faith-focused students.

The Results

The campaign launched internally in September 2024, generating strong excitement among faculty and staff.

As the campaign expands, it aims to broaden awareness of Baylor’s strategic vision, particularly its commitments to academic excellence, Christian stewardship, and community impact, while attracting prospective students who seek a meaningful, faith-driven education.