Southern Methodist University is a private institution with many distinct schools, each with its own identity both inside and outside the academic community. The Annette Caldwell Simmons School of Education & Human Development struggled to define itself in light of its diverse programs and varied audiences. They wanted to raise awareness, attract the best students and lure top faculty. They needed a story that everyone could understand and embrace.
Our OnPurpose™ assessment revealed a simple truth: Simmons is in the business of “Changing Minds.” Whether through education, human development, applied physiology or lifelong learning, its purpose is to revolutionize the way we teach and lead.
“Changing Minds” became a university-wide campaign that defined the Simmons School, spanning the campus and website, and extending into other media aimed at prospective students, donors and faculty.
