Challenge

With liberal arts colleges confronting increased scrutiny over relevance, cost, and return on investment, Muhlenberg College appointed a new president with a mandate to address myriad challenges, including:

• Long-term sustainability of the College

• Growing competition for high-achieving, low-need students

• Increasing discount rate and unpredictable admissions

• Comparatively low endowment level, alumni giving rate, and engagement

• Rising pressure to improve ROI through career services and job placement

• Intensifying stakeholder demands for wider national visibility and higher rankings

Process

Working in close collaboration with the incoming president and senior leadership, we embarked upon intensive three-month immersion process, including extensive qualitative and quantitative research, culminating in:

• Repositioning and rebranding of the college, including core narrative, vision, values, voice

• Comprehensive, historically grounded, visual identity system and iconography uniting academic, athletics, admissions, alumni communications, and merchandising

• New recruiting strategy, including development of admissions collateral, viewbook, search pieces, website

• Revitalized communications, media relations, and interactive strategy, including website, social media, and magazine redesign

Results

• Admissions inquiries increased by over 25%

• Applications increased 18%

• Enrollment increased 8%

• Revenue increased ~ $1.6 million per year

• Rankings jumped seven places in USNWR

• Press mentions up ~ 400%

• Alumni giving participation rate increased to highest ever

• Improved athletics performance and “school spirit”