about campbell learn
Transforming Higher Education Marketing Through the Power of Storytelling
Campbell Learn is a higher education marketing agency and consulting firm transforming the student journey with personalized, story-driven strategies to increase enrollments, boost engagement, and reduce melt.
With over a decade of industry experience, including work with OPMs and leading institutions like American University, Tulane University, and Harvard Kennedy School, Campbell Learn has a deep understanding of higher education and how agile strategy and narrative-driven experiences scale enrollments and inspire growth.
Meet Joseph Lapin
Hello! I’m Joseph Lapin, founder of Campbell Learn.
With over 12 years in higher education marketing, I’ve had the privilege of working with some of the most prestigious institutions, leading strategies that drive enrollment growth and help universities stand out in crowded markets.
However, my journey into higher education marketing began unexpectedly—in the world of creative writing. During my MFA at Florida International University, my inspiring professor and author, Les Standiford, introduced me to Joseph Campbell’s transformative Hero’s Journey. This concept reshaped my understanding of narrative and its power to drive meaningful change.
Fueled by this passion for storytelling, I contributed to esteemed publications like the Los Angeles Times, Slate, and Salon, and published my own fiction, nonfiction, and poetry. These experiences honed my ability to craft stories that resonate deeply with audiences, a skill that would later become the cornerstone of my approach to marketing.
Years later, while helping to build Circa Interactive, an agency that was later acquired by Archer Education, I recognized a significant gap in how higher education institutions communicated their unique strengths and engaged with prospective students. Despite their diverse missions, many institutions struggled to differentiate themselves in a crowded marketplace. Traditional methods like social media campaigns and paid advertising often failed to create genuine engagement, resulting in stagnant enrollments and inefficient marketing spend.
Drawing from Campbell’s philosophy, I realized that using archetypes and the Hero’s Journey could revolutionize how universities connect with students. By viewing each student as the hero of their educational journey and each institution as the mentor, Campbell Learn leverages storytelling to create authentic, emotionally resonant connections. This approach not only improves advertising metrics but also fosters meaningful relationships between institutions and students.
Our Mission 
Transforming higher education marketing through compelling storytelling, empowering institutions to stand out and grow their enrollments, while guiding students on their transformative educational journeys.
Campbell Learn Values 
At Campbell Learn, we uphold integrity, innovation, collaboration, and excellence, guiding us to deliver transformative storytelling and impactful marketing solutions for higher education.
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Creativity
We craft compelling narratives that make universities stand out and deeply engage students, transforming their educational journeys through the power of story.
Agility
We swiftly adjust our marketing approaches to meet the evolving needs of higher education, ensuring our strategies remain relevant and student-focused.
Marketing Mastery
We deliver expert marketing solutions tailored to highlight student experiences, driving enrollment growth and maximizing return on investment for our clients.
Personalization
We create customized marketing strategies that resonate with diverse student populations, fostering meaningful connections and enhancing engagement that puts the student at the center of the experience.
Bold Innovation
We embrace cutting-edge technologies and creative methodologies to develop unique marketing campaigns that prioritize student experiences and outcomes.
Empowerment
We empower universities and students alike by providing the tools and strategies needed to achieve their marketing and educational goals efficiently and effectively.
Leadership
We lead the higher education marketing industry with strategic excellence and innovative practices, advocating for student-centric approaches in all our initiatives.
Learning
We commit to ongoing learning and data-driven decision-making to refine our strategies, ensuring our marketing efforts consistently enhance student success and institutional growth.
the hero’s journey 
“A hero is someone who has given his or her life to something bigger than oneself.”
—Joseph Campbell
Joseph Campbell was a renowned American professor of literature and a leading authority on comparative mythology and religion. His groundbreaking framework, the Hero’s Journey, has profoundly influenced storytelling across movies, film, art, and more, providing a universal structure that resonates deeply with audiences worldwide. Campbell described the Hero’s Journey as a cycle of three phases: Departure, where the hero leaves their comfortable world and ventures into the unknown; Initiation, where the hero faces challenges that test and prove their character; and Return, where the hero brings back valuable insights or rewards to benefit their community. This timeless narrative structure not only drives growth and transformation but also serves as a powerful tool for communicating deeply with audiences, enabling storytellers to craft compelling, emotionally resonant stories that inspire and engage.
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You can also call us at 904-339-5046 .
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