Client:

Black Hills State University is a public university located in Spearfish, South Dakota.

Objective:

Help the internal marketing department articulate BHSU’s position as a valued and differentiated institution to prospective students.

Solution:

We guided BHSU’s marketing and admissions teams through a brand strategy process to clarify the university’s unique position, value, and role in the region for both current and prospective students.

The process included one-on-one interviews, group conversations, and collaborative workshops with students and staff to uncover what makes Black Hills State University a distinctive place to spend four years. Those insights were distilled into a concise brand field guide that helps staff make decisions through the lens of three core ideas: Love, Energy, and Influence.

This strategy became the foundation for a multi-year enrollment campaign designed to expand brand awareness, reach a broader audience, and strengthen enrollment efforts over time.