The Challenge

The Gatehouse sought to increase enrollment in its education program by reaching single mothers who needed support to complete their college degrees while balancing work, parenting, and everyday responsibilities. The challenge was to create a campaign that resonated with their circumstances and communicated The Gatehouse’s unique approach to empowerment and long-term stability.

Execution and Tactical Design

Led audience research to better understand the needs, motivations, and challenges faced by single mothers pursuing higher education. These insights shaped a campaign centered on the idea that The Gatehouse offers a hand up—not a handout—providing the support needed to manage life’s demands while pursuing educational goals. Developed messaging and creative concepts around themes of support, perseverance, and self-sufficiency, including headlines such as “Receive Support to Manage It All” and “Achieve Stability for the Journey Ahead.”

The Results

The campaign successfully connected with its target audience and increased awareness of The Gatehouse’s education program. By addressing the real-life challenges faced by single mothers and highlighting a path toward stability and independence, the campaign generated qualified interest and drove enrollment inquiries from prospective participants. The goal was to fill open slots in the educational program for that year and within three months, those slots were full.

CD: Joel Rowe
AD and Designer: Krista Nussey