In response to declining summer enrollment due to COVID-19, 42pointSEVEN partnered with the College of Communication Arts & Sciences to rebrand and revitalize Summer Semester 2022. After conducting student focus groups, the team developed the “Make Summer a Thing” campaign, using “Summer@CAS” as its core branding. The creative featured talent from MSU’s Improv Club to bring authenticity and energy to the message, shifting the tone toward courses students want to take, not just need to. With department-specific messaging aligned to enrollment goals, the campaign became the highest-performing summer enrollment effort in CAS history.