Beaver College needed to change its name to reflect its new university status and begin the next chapter in its 150-year history. The challenge was to speak to the needs and wants of the ever-changing student body without losing the historic school’s sense of heritage.
Backe determined that the institution’s new branding had to capture these attributes: strong academic values and tradition; a commitment to a global perspective; a nurturing and supportive culture; a beautiful setting; and rich campus life.
We evaluated the school’s own recruitment materials as well as its competitors’, and made substantive recommendations for tactical and creative changes, including renaming and rebranding the school as Arcadia University.
Our “Wisdom to grow on, worlds to explore” theme struck a chord with students, professors, and administrators. In less than a year, inquiries for the freshman class increased 44%, deposits were up 50%, and average SAT scores of incoming freshmen increased by 30 points.