Glendale Union High School District

Glendale Union High School District (GUHSD) wanted to elevate its reputation as one of the top-performing school districts in Arizona. The primary objectives were to enhance student enrollment, improve retention, and strengthen ties with the existing community through a bilingual, multichannel marketing campaign that reinforced the district’s strong academic and extracurricular offerings.

To achieve these goals, we developed a new brand identity and diversified marketing campaign for GUHSD, reflecting the district’s dedication to empowering students to realize their full potential. With an emphasis on a rigorous curriculum, engaging extracurriculars, and a supportive environment, the campaign celebrates the diverse paths students take to success, whether through college, career, or both. The creative strategy features custom photography, digital ads, outdoor placements, and various collateral pieces ensuring a visually compelling and widely accessible presence. The core creative premise is that within every student lies untapped potential, ready to be realized in areas such as math, art, science, literature, sports, and beyond. The district’s new tagline, "Keeping the Promise of Their Potential," encapsulates this vision and was consistently applied across all marketing channels.

Results

• The new brand launched with a unified look and consistent messaging across all marketing channels.
• In the first 6 months, the campaign exceeded all performance goals and benchmarks including the number of impressions and the click-through rate as well as seeing an increase in website traffic.