Higher education marketing is a sea of sameness. It’s either shouting about a degree program or offering platitudes about bright futures and great careers. Kutztown University wanted something different; work that speaks to prospective students; not at them. After interviewing students, we discovered what they wanted in a school and their expectations of marketing. These insights went into crafting a copy driven, visually striking outdoor and digital campaign. An uptick in Kutztown’s inquires offers a lesson to higher education marketers: find a message that resonates and get past bland generalities. Your future depends on it.