Indiana State University

The Opportunity

Indiana State had experienced years of enrollment declines and struggled with a long-standing perception as a “backup school” and not on par with better-known peers like IU and Purdue.

Meanwhile, Indiana’s workforce-ready culture and rising popularity of sub-associate credentials placed further pressure on Indiana State to define and defend its value. The university needed a bold shift in mindset to reclaim its role as a relevant, first-choice destination for students motivated by practical outcomes and career clarity.

The Insight

Indiana State’s value wasn’t being ignored; it was being misunderstood.

Surface-level awareness was stalling real consideration, and prospective students were rejecting the unknown. They sought near-term wins, defined outcomes, and personal investment from their institution, right from day one.

Through rapid research sprints, stakeholder interviews, and market analysis, we reframed the conversation. The value of Indiana State did not have to be hypothetical or distant. Small class sizes, immersive mentorship, and career-connected learning were already in place, making the value tangible and immediate. What was missing was a brand that connected those realities to the motivations of a more skeptical, outcome-driven generation.

The Solution

We developed ‘All In’, a creative campaign that strategically communicates total institutional commitment to student success. It positioned Indiana State as unapologetically focused on real-world outcomes and early career clarity, not ivory tower abstractions.

Backed by agile research, strategy, creative, and media engagement, the campaign launched in fall 2024 with a smart, efficient media plan that prioritized high-impression, fast-conversion channels. The campaign’s tone was direct and affirming, centered on a simple but powerful promise:

Bring your ambitions. We’re all in.