Challenge: Give academic credence to a school known primarily for basketball and parties. In-state high school scholars had long opted for out-of-state universities or the University of Nevada at Reno.
Strategy: Be A Rebel™. By co-opting the existing brand equity in Rebel basketball and converting it to an academic message by featuring accomplished professors and students, UNLV created a credible perception as a true academic institution. In-state enrollment among top Nevada high schoolers in the top 10% of their classes soared.