AGM University — Elevate

Challenge

Build awareness and drive enrollment for a university whose students are working adults, caregivers, single parents, and community members facing real barriers to higher education — all in a category dominated by far bigger advertising budgets.

Insight

AGM University could own a powerful, ownable position: the Latino equivalent of an HBCU — an institution built to provide access and culturally aligned education to communities that have historically been underserved.

Strategy

Frame education as 'the great equalizer.' Build a unified brand narrative around that idea, define clear audience segments, and amplify the message across branding, recruitment, and academic-program campaigns.

Solution

A comprehensive brand and recruitment platform — 'Elevate':

• Designed the brand footprint: values, purpose, and messaging architecture.
• Built campaigns in English and Spanish, with Spanglish variants for true cultural fluency.
• Created recruitment materials, including a dedicated nursing-program campaign.
• Produced video, radio, and key-visual assets.
• Activated a multi-channel program across digital and audio.

Execution

The 'Elevate' platform carried a confident, aspirational voice — "It's never too late to be better off," "We speak your language: Greatness," backed by 70+ academic programs from diplomas to doctorate. Bilingual and Spanglish creative ran across digital and audio, with a focused nursing-recruitment push.