In 2016 Sweet Briar College partnered with Lipman Hearne to conduct survey and focus group research to develop a new college brand, including positioning, personality, core messaging and design elements. Throughout the summer and fall of 2017, the internal communications team rebuilt the college's entire content strategy, produced new admissions recruitment materials, new campus signage, refreshed the website and hosted a brand launch party to educate and engage constituents. In winter 2017 and continuing into 2018, the communications team launched a statewide advertising campaign that included print, digital, environmental and radio advertising.
From the Judges' Report
Anyone who follows high education news had probably heard about the possible closing of Sweet Briar College, due to low admissions and student applications over a few years. As a small, private university, this is not unique, as this group of institutions has been struggling to meet their admission goals. It was unique that the university actually considered closing. There was a lot of confusion around this news. Luckily they had a strong alumni base that responded and rallied to save the school. They brought in an outside consultant to rebrand and reposition the university. The budget was fair, given the severity of the need, and the outcomes were strong with a 25% increase on admission applications.
