Out of the past, a future reborn

The 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 admission
• 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 j to highest jumps to highest number in college history
• Improved athletics performance and “school spirit”