Muhlenberg College
Rebranding for the next century
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”