Resonating with a high-school-age audience was the critical goal of our general branding campaign for South Dakota State University (SDSU). We conducted qualitative and quantitative research to truly get at what juniors and seniors, and secondarily parents, care about in the college-decision process. The messaging was born out of this, as well as focus groups of current students who answered the key questions—“Why did you choose SDSU? What makes SDSU different?” The result? Put students—namely SDSU’s student ambassadors who virtually bleed blue—front and center, for truly cross-channel usability.