Too often, institutions see enterprise technology as an efficiency-killing obstacle rather than as an asset for performance. Our challenge was to overcome that misconception. Our strategy was to distinguish Ellucian as a clear, thoughtful voice amid the cacophony of software companies. Ellucian is focused solely on the complex needs of higher education and, therefore, has a unique understanding of the challenges that higher education faces. We translated this unique insight into a campaign—Powering Achievement—that demonstrated Ellucian’s passion to empower both the institution and the individual.