Baylor Recognized for Brand Innovation

Baylor’s mission to prepare graduates who lead and serve in the world together with a new strategic plan designed to increase the impact of the University served as the nexus of a new brand campaign — Baylor In Deed — launched Fall 2024. An anthem video, created for the launch of the campaign, focused on the impact of the Baylor experience — from research to athletics — and has been recognized on the national stage.

The video earned gold at the 12th Annual Education Digital Marketing Awards, an esteemed competition that recognizes excellence in educational websites, digital content, electronic communications, mobile media and social media. Colleges, universities and secondary schools from across the nation submitted thousands of entries that were evaluated by a panel of judges consisting of education marketers, advertising creative directors, and marketing and advertising professionals. 

“This award further affirms what we’ve known for years — that aligning our external brand messaging with our values showcases the authenticity that makes the Baylor experience truly special,” Vice President for Marketing and Communications and Chief Marketing Officer Jason Cook, A.B.C. ’20, said. 

In November, Cook also presented the “Baylor In Deed” campaign to higher education marketing professionals across the country at the American Marketing Association’s Symposium for the Marketing of Higher Education. The event was an opportunity for him to showcase Baylor and share his experience translating a strategic plan into a high-visibility brand campaign. 

“We continue to focus on how Baylor stands out in the sea of sameness. The launch of the new strategic plan, Baylor in Deeds, gave us the perfect platform upon which to build an integrated marketing and communications campaign. As we focus on why the world needs Baylor, we can engage past, present and future students, donors, alumni and others in seeing themselves as part of the impact we can make in the world,” Cook said. 

As the campaign expands externally in 2025, it will serve to broaden awareness of Baylor’s strengths, particularly its Christian mission, commitment to academic excellence, vibrant student experience, right-size campus and big-time athletics.

“These things combine to truly connect us across generations and set Baylor apart in the world of higher education,” Cook said. “Now, through this campaign, we have the opportunity to deepen and widen what others know about us as an R1 Christian research university and to lean further into what it means to impact the world for Christ, in deed.”

Click here to watch the award-winning “Baylor In Deed” anthem video.