Calvin University

The Challenge

Calvin University needed to increase awareness and preference among prospective students while overcoming common stereotypes about Christian higher education. Key challenges included:

• Affordability concerns: Some dismissed Calvin as too expensive.
• Polarized perceptions: Calvin was seen as either too far left or too far right, placing it in the "messy middle."

The Solution

BrandHaven partnered with Calvin University to create and execute a fully integrated awareness campaign, following the IDEAS process from start to finish. The approach included:
Insight Development: Research revealed that competing schools emphasized accessibility over depth, while Calvin’s students sought belonging and intellectual rigor.
Strategic Positioning: "Go Deep | Calvin University is challenging, rewarding, respected, and Christian."
Creative Messaging: The campaign disrupted traditional views of Christian universities with bold messaging:

• "When we say, ‘Christian university,’ what’s the first thing that comes to mind? Easy. Small. Rigid. Conservative. Sheltered. But at Calvin University, we’re smashing the stereotypes of Christian higher education."
• Media Execution: A multi-channel plan targeted undergraduate and nontraditional students, as well as alumni and donors, ensuring broad engagement.

The Results

The campaign delivered transformative results:

• 15% year-over-year enrollment growth, exceeding goals.
• Increased awareness and preference among prospective students.
• Strengthened emotional connections with alumni and donors through messaging that emphasized depth, growth, and belonging.

Key Takeaway

BrandHaven’s ability to uncover insights and craft powerful, audience-focused messaging helped Calvin University break through stereotypes and drive meaningful growth. By challenging perceptions and highlighting Calvin’s distinct Christian lens, the campaign inspired prospective students to "Go Beyond" and explore what’s possible.