Reversing Enrollment Decline Through
Brand Transformation
The Challenge
Southwestern University was facing a year-over-year decline in undergraduate enrollment. With a limited budget and a three-year window, the goal was to modernize the brand and stabilize the incoming class.
The Strategy
As VP of Marketing and CMO, I led a comprehensive brand overhaul grounded in statewide and national research. We moved beyond simple aesthetic changes to a full implementation of a new brand voice, look, and feel across every touchpoint—from campus environments to digital outreach.
Key Initiatives
- Web Ecosystem: Designed and developed a new university website that served as the primary marketing hub, earning top honors in the 2017 CASE Awards.
- Integrated Admissions Campaign: Launched a research-backed campaign that targeted out-of-state markets via digital marketing and influencer strategies.
- Advancement Support: Executed creative campaigns for University Relations, directly contributing to $46M in new cash and pledges and $27M in estate commitments.
- Content Strategy: Completely redesigned the SU Alumni Magazine to align with the new brand positioning.
+23% Applications
Largest and most qualified pool in SU history.
+127% Web Traffic
Total sessions on the "Visit" page following the site relaunch.
$73M
Impact
In new cash, pledges, and estate commitments.
CASE Gold Award
Top honors for the new SU website design and development.
From Cluttered to Contemporary
This before-and-after comparison illustrates the shift from a fragmented, legacy structure to a modern, student-centric web ecosystem. Part of a 2017 CASE Award-winning brand overhaul, the redesign streamlined navigation and elevated visual storytelling to stabilize enrollment and better represent Southwestern’s academic prestige.
Brand Alignment in Print
Moving from traditional layouts to a vibrant, content-driven strategy that mirrors Southwestern’s new market positioning.
Turning Faculty into Thought Leaders
To amplify Southwestern’s national footprint, I implemented a proactive media relations strategy that positioned our faculty as primary subject matter experts for breaking global news. By bridging the gap between academia and the 24-hour news cycle, we secured high-value earned media that traditional advertising simply cannot buy.
Being Part of the National Dialogue.
I led a proactive “Pitch and Placement” strategy that identified compelling internal stories and mapped them to the national news cycle. By cultivating relationships with top-tier journalists, we moved Southwestern University into the national spotlight.
A Brand Refresh for all Touchpoints.
My strategic vision focused on elevating institutional prestige while ensuring usability. The resulting brand ecosystem featured a redefined academic seal that could effortlessly convert into a cohesive family of logos, including a streamlined, digital-first version that maintained brand integrity on small screens and digital platforms.
A Personalized Experience in Print and Beyond
To cut through the noise of traditional recruitment, we moved beyond generic messaging. Every touchpoint—from physical mail to digital media, including video and audio—felt uniquely tailored to the individual prospect.
