121% increase in customer acquisition

Industry: EdTech / Higher Education 

Engagement Type: Director, Global Brand Strategy

Timeline: 2019-2021

Company: Strategic Education

Challenge: 

Following the $2B merger of Capella and Strayer Universities, the organization needed unified brand strategy, architecture, and positioning to align internal teams and external audiences.

Objective: 

To align a $2B portfolio under clear positioning and segmentation, driving incremental growth without brand cannibalization.

Steps Taken: 

1. Defined brand strategy, architecture, and voice for the $2B merger.

2. Led multi-million-dollar rebrands for Capella and Strayer.

3. Built brand vision, positioning, and messaging frameworks to unify the organization.

4. Commissioned consumer segmentation studies to refine ICPs and target markets.

5. Partnered with the C-suite to integrate brand strategy into go-to-market campaigns.

Results:

• +121% increase in acquisition post-rebrand.

• 26% increase in enrollment from sharper positioning.

• $20M+ incremental revenue from new verticals.

• A clearly defined brand architecture and brand strategy adopted across teams, campaigns, and investor communications.