Beyond the Brief: A Marketing Conversation with Matt Metzger

In our latest edition of Beyond the Brief, we sit down with Matt Metzger, Chief Marketing Officer at Grace College. A passionate storyteller and strategic innovator, Matt has led Grace College through a significant brand transformation, redefining how a faith-based institution connects with Gen Z. From “Reinventing the Degree” to launching “Grace Solutions,” Matt shares how his team balances data-driven strategy with a deeply relational mission.

Q: Matt, thank you for joining us. To kick things off, I’d love to hear about your personal journey. You’ve mentioned before that marketing for Grace College was a “dream job” even before you officially joined. How did that path unfold?

Matt: It’s great to be here. You know, looking back, I realize I was marketing for Grace long before I was on the payroll. I’ve always been drawn to the mission here, this idea of an education that isn’t just about a degree, but about formation. My background is a mix of private industry and non-profit work, but Grace is my current focus.

When I finally stepped into the role, it wasn’t just about taking a job; it was something bigger. I remember walking onto campus those first few weeks and realizing that my “clients” were now the faculty, the students, and the community I deeply admired. That shifts your perspective from just “selling a product” to telling a story you actually believe in. It changes how you lead and how you listen.

Q: You touched on listening, which is crucial in our line of work. One of your major initiatives was the institution’s rebranding. I understand there was some confusion in the market between “Grace College” and “Grace Theological Seminary.” Can you walk us through that challenge?

Matt: Absolutely. That was a classic brand architecture challenge. For over 20 years, we operated under a dual identity that often muddied the waters. People would see “Grace College and Theological Seminary” and assume we were solely a graduate divinity school, missing the vibrant undergraduate college entirely. Or vice versa.

We didn’t just wake up and decide to change the logo. We spent months in a deep discovery phase, talking to alumni, donors, faculty, and prospective students. We found that we needed distinct brands to honor the seminary’s legacy while letting the college stand on its own two feet. It wasn’t just a visual refresh; it was about clarity. We had to ensure that when a 17-year-old high school student lands on our site, they see a place for them, not just a place for their pastor. It was a massive undertaking, updating everything from the website to the campus signage, but it has allowed us to tell each entity’s specific story much more effectively.

Q: Speaking of that 17-year-old student, the higher education landscape is incredibly competitive right now. You’ve done some unique things to break through the noise, like embedding your viewbook inside a journal. What was the strategy there?

Matt: The mailbox of a high school senior is a graveyard of glossy brochures. We knew that if we sent another standard viewbook, it would likely end up in the recycling bin within minutes. We asked ourselves: How can we provide tangible value right now?

We decided to create a high-quality journal and embed the viewbook content inside it. The idea was that a student would keep it, use it for notes or sketches, and our brand would stay with them, literally in their backpack, for months. It wasn’t just promotional; it was useful. It signaled that we care about their thoughts and their journey, not just their enrollment deposit. It’s about interrupting the pattern and showing up differently.

Q: That approach seems to mirror the “Way of Grace” philosophy you talk about, being relational rather than transactional. How does that extend to your “Ramen Events” and other recruitment initiatives?

Matt: The Ramen Events are my favorite. We know Gen Z values authenticity over polish. We wanted to bridge the gap between our current students and high schoolers in a way that felt natural, not forced. So, we started hosting these casual events, eating ramen, hanging out, where high schoolers from Warsaw and the surrounding areas could just be with our students.

There’s no hard sales pitch. It’s just community. When a high schooler sees a college student who is genuinely happy and willing to spend time with them, that does more for our brand than any billboard ever could. We want them to feel that sense of belonging before they even apply.

Q: Innovation seems to be a core pillar for your team. Grace College is known for “Reinventing the Degree” with the accelerated three-year program. How does marketing support such a distinct product offering?

Matt: The three-year degree is a huge differentiator for us. It speaks directly to the concerns about the cost of higher education and the desire to enter the workforce sooner. From a marketing perspective, our job is to clearly translate that value proposition. It’s not just “finish faster”; it’s “launch sooner with less debt.”

But we’re also expanding beyond traditional degrees. We recently launched “Grace Solutions.” Grace Solutions is a student-powered marketing agency embedded within Grace College’s Marketing Department. Students complete real marketing projects for businesses and organizations, guided and quality-checked by our in-house marketing professionals. The result is a win-win-win: clients get strong work, Grace College has an additional source of income besides tuition, and students graduate with real-world experience (and real portfolio pieces) that gives them a major edge in the job market after graduation.

Q: You’ve built a culture where your team feels comfortable taking these risks. How do you foster that creativity?

Matt: I tell my team that we are “friends first.” If we can’t trust each other, we can’t innovate. I want them to feel safe enough to pitch a wild idea without fear of failure. We also integrate student interns deeply into our workflow. They aren’t just getting coffee; they’re creating content. They keep us honest. If we’re designing a campaign for Gen Z, who better to vet it than Gen Z marketers? It keeps our work fresh and grounded in reality.

Q: Finally, Matt, looking ahead to 2026 and beyond, what is the biggest opportunity you see for faith-based higher education?

Matt: I think the world is hungry for purpose. The “ROI” of college is often calculated in dollars, and that matters, but students are also asking, “Who will I become?”

Our opportunity is to lean into that formation aspect. We want to be a light. Whether it’s through our digital presence or an in-person campus visit, every touchpoint should reflect the character of Jesus. If we can combine academic excellence with that deep sense of purpose, I think the future for Grace College is incredibly bright. We’re just getting started.

Q: Matt, what’s the best way for those interested to reach out and connect?

Matt: I’d welcome that – I’m easy to find on LinkedIn (Matt Metzker), or my email address is [email protected]