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Nancy Lane, Content Strategist

Southwestern Assemblies of God University (SAGU)

[email protected]

For Immediate Release

Waxahachie, TX – January 18, 2024 – In a unique and impactful final project, Southwestern Assemblies of God University’s (SAGU) Advertising and Promotion Marketing class showcased their creativity and strategic thinking by working on a branding and marketing initiative for Adult and Teen Challenge Dallas’ new coffee roasting business . The task was no small feat, with seven  groups putting their best foot forward to create compelling names, brands and marketing collateral. “What would have taken us 2 years and a lot of finances to accomplish,” Says Executive Director Daren Walker, “ was completed in one semester.” 

The challenge involved not only crafting an appealing brand but also understanding the values and mission of Adult and Teen Challenge to ensure alignment with their vision for the new venture. The marketing class, taught by Dr. Shelly Zaldivar, was divided up into groups – each putting in significant effort and creativity to present compelling proposals for the new coffee roasting business which will allow ATCD to support additional men in the program and provide some with a new skill set as a result. The presentations ranged from innovative branding concepts to comprehensive marketing strategies, showcasing the diverse skill set and perspectives of the students. Dr. Zaldivar shared “allowing students this real world opportunity that only gives them resume-worthy experience, but also has a kingdom purpose was one that challenged and grew our students. We are grateful for the partnership with ATCD and I am extremely proud of our gifted students!”

After viewing all of the students’ presentations, Walker chose the winning brand, Reclamation Coffee Co. The name “Reclamation” resonates with the mission of Adult and Teen Challenge, symbolizing the transformative journey of individuals overcoming challenges and reclaiming their lives. The logo, color scheme, and tagline, which were all student created, all contribute to the overall identity of the brand. The logo incorporates elements that represent growth, resilience, and renewal, reflecting the journey of those associated with Adult and Teen Challenge. The chosen color palette emphasizes warmth, inviting customers to be part of a community that values positive change. The tagline, “Brewing Hope, Reclaiming Lives,” encapsulates the essence of the brand’s mission. Walker comments “The success of this project is a testament to the phenomenal professors and a University that is passionate about the mission of God.”

As the coffee roasting business  prepares to open its doors, a unique line of coffee to support the ATCD mission has been created, and a partnership forged. The collaboration between SAGU’s marketing class and Adult and Teen Challenge not only produced a winning brand but also fostered a real-world learning experience for the students. The impact of this project goes beyond the classroom, as Reclamation Coffee Co. will become a symbol of hope and transformation within the community.

Photos from left: Photos 1 & 2: Finalized branding collateral for Reclaim Coffee Co. Photo 3: SAGU students praying over ATCD’s new coffee grinder. Photo 4: SAGU students touring the new space for Reclamation Coffee Co. Photo 5: Adult and Teen Challenge Dallas Staff

About SAGU:

Southwestern Assemblies of God University is a private Christian university located 30 minutes south of the Dallas/Fort Worth Metroplex in Waxahachie, Texas. The university was established in 1927 and now offers more than 70 associate, bachelor’s, master’s, and doctoral degrees on campus or online. More information is available at or by calling 1-888-YES-SAGU.

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