Reframing Impact of Teaching Quality Through a Student Success Lens
The Challenge
ACUE’s mission is to improve student outcomes through evidence-based teaching practices. Their research consistently demonstrated that high-quality instruction improves student retention and achievement—especially for historically underserved populations.
The hurdle? While individual institutions saw success, quality teaching hadn’t yet entered the national conversation as a lever for student success. ACUE needed to raise awareness—and inspire action—among senior decision-makers like college presidents, provosts, and academic affairs leaders.
Our Approach
Market & Message senior collaborators Christine Ferrell and Elizabeth Ruf led an integrated, digital-first campaign designed to both generate top-of-funnel engagement and equip ACUE’s sales team with tools to drive conversion.
What We Did
Developed fresh, branded content aligned to a new student success narrative.
Crafted audience-specific messaging and landing pages tailored to institutional leaders and faculty influencers.
Designed and launched advertising across higher education publications, search, and social media.
Created sales enablement materials, including case studies, decks, and one-pagers.
Hosted live webinars featuring institutional success stories and key ACUE research.
Activated ACUE’s extensive email list through segmentation and targeted messaging.
Elevated institutional and faculty stories through owned content and social media.
The Impact
Over 1.6M brand impressions across paid and owned digital media
250+ live webinar attendees
Generated 450 marketing-qualified leads > 46 opportunities
Nearly $1M in contracted revenue
Why It Worked
We reframed quality teaching from a professional development topic into a strategic imperative—connecting it directly to the metrics institutional leaders care about: retention, equity, and student success. The campaign elevated ACUE’s position from a service provider to a thought leader, helping drive urgency and buy-in at the executive level.