Molloy College had long been perceived as a Long Island “commuter school.” Molloy needed Austin & Williams to help shift prospects’ perceptions of the higher education institution so it could better compete on a global level.
Our major rebranding initiative—inclusive of new logo, colors, positioning and a multimedia campaign—began by understanding the key drivers (and influencers) in the college decision-making process. We conducted focus groups of students, parents and educators; online studies of key internal stakeholders and analyzed their key competitors.
The result was a stand-out brand strategy that was bold, engaging and resonated with the high-achieving students Molloy is looking to attract: Students who are looking to change their lives as well as the world around them.
VICE PRESIDENT OF ADVANCEMENT
From the start, this campaign brought in the accolades and results. Initially, we saw a 30% increase in freshman enrollment—and a 300% increase in honor students. We’ve refreshed it over the years to keep it going and generate annual registration increases averaging 10%. We’ve also changed the emphasis when needed to meet Molloy’s recruitment goals: For example, our 2013 transfer student push increased enrollment in that category by 32%, while our launch of the College’s business division in 2012 enabled them to introduce—and fill—a business honors program.