[case study]
University of Idaho ATP
Case Study University of Idaho ATP
Where practice meets purpose.
The University of Idaho’s School of Athletic Training had a strong program—but its website wasn’t telling the story. Their message was buried, their differentiators unclear, and their tagline (“Hit the Ground Running”) wasn’t trademarked, creating confusion with prospective students and competitors alike. We partnered with the department to align their communications with their true identity—clarifying their audience, defining their archetypes, and bringing the site experience into harmony with their student-centered, clinical practice focused mission.
Strategy
We began by facilitating a full brand strategy engagement with the school’s leadership team. Through the lens of archetype identity and audience research, we uncovered what made this program unique: its focus on clinical healthcare, not merely sports performance. This shift informed a new tagline and brand story that emphasized patient care, purpose-driven work, and real-world preparation. We then built a complete messaging system to reflect this positioning and updated the website structure and content accordingly.
Goals
Re-center the program’s identity on clinical practice over athletics. Trademark a new tagline, messaging architecture, and brand voice that reflects the brand’s direction. Develop an accessible, student-friendly website experience. Clarify the program’s value proposition and unique differentiators.
KPIs
Increase qualified prospective student inquiries. Reduce confusion between UofI’s program and competitors’. Improve clarity and resonance of website copy. Equip internal team with on-brand, reusable messaging assets.
Creative
Deliverables
Omni-channel campaigns
