San Francisco Bay University (SFBU) Case Study — Fremont, California

Brand articulation: Redefining teaching and learning. For good.

Creative platform: No Stopping Us

In 2023, San Francisco Bay University embarked on a transformative journey to reshape not just itself, but higher education at large. After navigating a period of significant change, the University’s new president and leadership team set an ambitious goal: To develop an innovative institutional model wholly focused on the student through intentional curriculum, faculty training and unprecedented student support — all in a cutting-edge learning environment.

Challenge

SFBU set out to change the status quo and create a challenger brand that brings to life its disruptive approach to education. This began with a thorough understanding of current perceptions of higher education and the attitudes and needs of its diverse stakeholders, especially future learners. The university also needed the capacity and expertise to set the new brand in motion.

Solution

SFBU selected RW Jones to serve as its strategic partner, brand and creative studio, and in-house marketing-communications team, with agency Senior Executive Vice President Jamie Ceman leading as the University’s interim chief marketing and communications officer. The research team conducted a rigorous market analysis and reputational study to inform the brand team’s development of a comprehensive brand strategy. By building content within this newly identified framework, the creative team ensured the rebranded recruitment and marketing materials were data-centered, visually cohesive and mission-aligned.

Approach

• Research
  • Performed immersive quantitative and qualitative research involving profile analysis, focus groups and individual interviews.
  • Gathered insights into prospective students and their families’ decision-making processes, and collected compelling narratives to enrich the data and guide planning.
  • Identified a demand for career-focused educational experiences that facilitate early professional engagement and ensure connectivity with the broader academic and business communities.
• Strategy
  • Established clear brand goals that align with SFBU’s new strategic plan by leveraging intelligence from the research phase.
  • Crafted audience segments and goals, core value proposition, messaging framework, positioning and personality alongside an overarching brand narrative.
  • Developed a new brand and marketing-communications approach that includes initiatives to boost SFBU’s thought leadership in key brand-aligned areas — like teaching, affordability and the integration of artificial intelligence — and community engagement through local events and seminars.
• Action
  • Kicked off a dynamic recruitment campaign and comprehensive marketing and communications plan based on the overall brand strategy.
  • Created a fully redesigned website, a digital awareness campaign and new advertising materials — including search and social ads, email journeys, programmatic one-sheeters, and an undergraduate viewbook — that align with SFBU’s new vision.
  • Introduced a fresh visual identity and brand architecture that reflect the University’s innovative approach.

Ongoing Efforts

RW Jones continues to work closely with SFBU’s leadership as they roll out the full branding campaign. Together, they aim to redefine educational paradigms and reintroduce the institution to its community and beyond, ensuring the story of transformation – and the campus’ unique, disruptive vision – resonates deeply and takes hold.