California Southern University

Strategic Flight Plan

California Southern University made a name for itself in the 1970s as a simple, affordable solution for working adults in need of incremental education to propel them further in their careers. As a regional pioneer in distance education, CalSouthern evolved with the times to offer accredited, all-online instruction decades before it was essential. But like in any emerging industry, national competitors crowded the space and stole market share offering more degrees, a deeper class schedule, and slick recruitment ads. Rocket Launch was tasked with recasting The CalSouthern Story via an integrated marketing campaign that is relevant to a new generation of time-starved students with a myriad online learning options. With a new website, SEO strategy, traditional advertising for brand awareness and a public relations campaign to reintroduce the university, success was achieved within months of the launch.