Background
NC State University is the largest university in North Carolina by enrollment, and we maintain one of the strongest brands and most active alumni networks in the U.S. Our on-campus programs enjoy high recognition and awareness, but awareness of NC State Online’s 120 programs lags. Despite offering more than 120 online programs, our marketing historically focused on niche, individual degrees.
Marketing Problem
For years, our marketing team has focused on supporting the same small, niche programs year in and year out, which left us in a rinse-and-repeat cycle. Campaigns were small, repetitive, and lacked a deep connection with prospective students. Our ads looked generic and could have been for any online programs from any university. Like many university marketing departments, we we in a rut with our marketing and needed a change.
What We Did
To address this challenge, we developed a new brand-focused campaign as part of a broader marketing strategy, shifting 80% of our budget from individual programs to building overall brand awareness. The campaign debuted in the summer of 2025 at Raleigh-Durham International Airport, reaching more than 4.3 million travelers. High-traffic placements—such as security lines, coffee shop queues, and parking decks—ensured maximum visibility. The campaign was further amplified through social media channels, dedicated landing pages, and later extended to athletics sponsorships, creating a cohesive, multi-channel experience that strengthened the brand and drove engagement across both digital and in-person audiences.
Campaign Development
To spark innovation, we changed how we work. We broke down silos by organizing the MarComm team into three cross-functional mini-groups. Each group included a marketer, a content writer, and a designer.
Process steps:
- Groups brainstormed unique campaign concepts and taglines.
- Each group presented a formal pitch to the department and stakeholders.
- The team voted to select the winning concept.
- Designers refined the chosen idea into final campaign assets.
The internal pitching model produced creative and detailed campaign plans. All three pitches were high quality and could have won. This process provided an unexpected benefit; we now have two additional campaign ideas ready for future use. The winning “Your Because is Our Why” campaign features real graduates and their motivations. This collaborative approach increased team engagement and produced a unified brand story. You will learn how to implement this pitching framework to improve your creative output and team morale.
Katie Bean
Director, Marketing, NC State University
Katie Bean, Marketing Director at NC State University, specializes in solving recruitment puzzles for higher education’s non-traditional adult audiences. Throughout 14 years at NC State, she has driven strategic campaigns for NC State Online and Continuing and Lifelong Education programs.
She is dedicated to making higher education accessible, relevant, and visible to those who need it most. An intentional collaborator, Katie is inspired by the group of marketing and communication professionals she works alongside to drive institutional success. As a strategic problem-solver, she manages the complexities of the adult learner’s journey, translating institutional goals into clear narratives for working professionals.
When not building marketing strategies, Katie pursues a mission to visit all 63 U.S. National Parks and enjoys time with her two rescue pups, Milo and Aspen. An explorer of digital and physical environments, she will extend her stay in Newfoundland to visit two Canadian National Parks.
Jennifer Kendall
Assistant Vice Provost for Marketing and Communications, NC State University
Jennifer M. Kendall is a leader, strategist, and community builder with more than 20 years of experience across higher education, nonprofit, and mission-driven organizations. A boy-mom, dog cuddler, wife, and unapologetic chocolate lover, Jennifer believes the strongest organizations are grounded in humanity and built through connection, trust, and shared purpose.
Throughout her career, Jennifer has focused on strengthening brands not for recognition alone, but to deepen relationships, expand impact, and help organizations better serve their communities. Her leadership style is rooted in empathy, accountability, and listening first — creating environments where people feel valued, heard, and empowered to do meaningful work.
Jennifer currently serves in higher education marketing and communications leadership at North Carolina State University, where she focuses on strategic storytelling, organizational culture, and innovative approaches to engagement and lifelong learning. A frequent speaker on leadership, burnout-proofing workplace culture, and radically human communication, Jennifer brings warmth, honesty, and practical insight to every conversation.