Finding success promoting Berry College in a rapidly declining market: A longitudinal case study of a marketing campaign to reposition a college brand

Recent declines in college enrolment may cause colleges to revisit their marketing efforts. This paper details the process and evaluation of a marketing campaign grounded in the college's three value pillars (mentorship, student work, and preparing students for life after college) aimed at repositioning a college brand. The objectives of the marketing campaign focused on increasing student and parent awareness of the college, student diversity and quality student enrolment. The effect of COVID-19 on this campaign is also investigated through a survey with first-year students, asking them to identify top reasons for their enrolment at the college. Evaluation took place through enrolment and survey data. The results over a three-year period since the campaign launched show success in terms of increasing parent awareness, overall enrolment, students with high school GPAs of 3.6 or higher, and students of colour. Objectives regarding student awareness and increasing the number of male students have not been met to date. The survey conducted with first-years to help identify the possible effect of COVID-19 on the campaign did not find COVID-19 to be a leading cause of enrolment, as identified by students. Rather, two of the three value pillars of the college: student work, and preparing students for life after college, were identified as top reasons for enrolment. This research demonstrates the potential solid return on investment brand repositioning campaigns can yield. Future research is needed to understand causal relationships and rationales for males choosing not to attend college.