Outward Bound

The nation’s leading experiential education provider faced a double challenge: declining enrollment in wilderness programming and an underserved youth market in urban areas. Together with Outward Bound USA and its regional schools, we led the national development campaign to open seven new urban centers in six states. The campaign put a fresh face on a classic brand, repositioning its promise to bring life-changing programs to the young people who needed it most. Marketing initiatives targeted students, parents, schools, city officials, corporations, institutions, and donors, introducing groundbreaking educational initiatives, progressive service projects, and city-based expeditions of discovery.