Dakota State University is a public university in Madison, S.D. DSU serves more than 2,300 students, including undergraduate and graduate students. The school is well known for its innovative integration of technology and its consistently high placement rate for graduates.

DSU's staff wanted to better position itself as South Dakota's institution for a technologically advanced education. They also wanted to stand out from competitor institutions by more effectively communicating its advantages, as well as emphasize academic rigor in a way that would attract higher achieving students. DSU's staff wanted to drive prospective students' perception of the University as a progressive institution that focuses on creating technologically savvy graduates, regardless of their degree.

DSU's staff turned to James Tower, a long time partner. James Tower's team helped DSU put a fresh and contemporary face on its institution through all of its publications and the Web site. The pieces emphasized DSU's use of technology as an educational resource and daily convenience to students. James Tower's team used actual DSU students in campus environments and portrayed a modern, hip, and more urban vision of the DSU experience. Prospective students saw real-life stories of current DSU students, demonstrating DSU's understanding of student needs and how DSU helps students achieve their goals, get an edge up, and prepare for a career in a technology-focused world.

The new design helped DSU set itself apart from competitive institutions in the region and differentiate its institutional focus and prospective student offering. The total prospective student inquires increased by seven percent and the average ACT scores for all applicants increased. The percentage of applicants with an ACT score of 28 or higher is up 73 percent.

James Tower's team earned a Best of Show award in the 21st Annual Admissions Advertising Awards for DSU's print publications and web site.