Case Study: Texas Christian University strengthens its brand and fundraising impact with BVK

Texas Christian University boosts peer rating past a key threshold with BVK

Texas Christian University (TCU) enlisted the marketing firm BVK to help improve its reputation by creating a new brand position and tagline. The challenge was to develop a cohesive brand identity that could be integrated across the entire campus and resonate with all audiences.

BVK created the "Lead On" brand campaign, which included a powerful anthem video, storytelling content, campus signage, and a nationwide mural campaign featuring successful alumni. This was supported by a robust PR effort and an immersive on-campus exhibit. As a direct result of this work, TCU's peer rating surpassed a key threshold impacting university rankings for the first time, and the campaign was so successful that the university's chancellor named the new strategic plan after it.

Texas Christian University