University of Akron pivots to unconventional marketing to boost enrollment

The strategy centers on the "The World Needs More Yes" platform, a creative pivot designed to forge emotional connections with prospective students, alumni, and local employers. Katy Brennan, the university's chief brand officer, emphasized that the goal is to stop mimicking competitors and instead build a brand that feels authentic and human. By selecting Brokaw—an agency with a background in consumer brands like Sherwin-Williams rather than academia—the university aims to dismantle the conservative, uniform messaging typical of the sector.

Early performance metrics suggest the shift is yielding tangible results. Preliminary research indicates a 20% rise in positive brand perception, while the fall 2026 class saw an 11% increase in applications and a 9.6% jump in admitted students. Joe McLaughlin, Brokaw’s director of strategy, noted that the campaign is built for the long term, acknowledging that Gen Z and Gen Alpha students have developed a high sensitivity to corporate noise. The agency intends to move beyond mere impressions, using engagement data to ensure the messaging remains relevant across the entire student lifecycle.