360 Enrollment Campaign

Choose GBC – Full Campaign Brand System + Campaign Development

Quick Summary

A full service awareness and enrollment campaign designed to reposition Great Basin College as a first-choice option for local and remote students through bold creative, systemized messaging, and cross-channel delivery. Initially requested as a simple flyer for an event, I have taken Choose GBC from a flyer layout to an entire sub-brand and campaign for GBC’s 2025 enrollment efforts.

Role

  • Creative Director, Designer, Copywriter, Photographer, Marketer, Campaign Lead

Problem / Goal

GBC’s reputation was stagnant, seen as “lesser than” or “the fallback” option for higher education.

Needed to boost enrollment, particularly among undecided local students and adult learners.

Lacked cohesive brand voice and visual identity across departments and channels.

Approach / Process

Conducted internal interviews to understand student perceptions + obstacles

Developed “Choose GBC” as a reclaiming phrase: simple, confident, choice-forward

Designed logos, layouts, merchandise and messaging across various platforms and needs as part of the broader identity

Built a scalable brand system using:

  • Bold type and GBC’s underutilized collegiate typeface “Prohibition”

  • Real student photography to increase authenticity and stock photography to fill in where current availability may lack.

  • Custom messaging pillars for different target groups such as general enrollment, potential baccalaureate students, nursing students, etc.

Created a toolkit for use across print, digital, social, merchandise and OOH

Ran iterative creative sprints based on early feedback/data

Outcome / Results

Most visually consistent and expansive campaign in GBC history

Used across admissions, marketing and student life

Immediate positive feedback from staff and students

Built a student-focused merchandise suite as an identity extension such as t-shirts and stickers.

Ad run for the initial event ran showed strong interest in the 20-40 age group with visible reach spiking over 70,000 in rural communities across Nevada