Challenge
Faced with increased competitiveness among institutions of higher learning and a need to increase undergrad and graduate enrollments, California University of Pennsylvania needed to showcase the unique aspects that would differentiate it from other regional universities and universities that offer online programs.

Situation
Through its brand positioning and all internal and external communications the University desired to convey how its core values of civility, integrity, and responsibility permeates all facets of a Cal U education. D+CO has implemented a strategic brand positioning plan that includes print and online advertising, proactive public relations and direct marketing initiatives designed to increase University exposure for prospective students, Global Online prospective students and regional communities.

Strategy

• Conduct Internal audits with California University of Pennsylvania’s board of directors and key members of the university staff to gauge perceptions within the organization
• Participate in focus groups and conduct external research to understand more about public perception of both the university and its administration
• Identify perception gaps between primary stakeholders, along with the specific strengths, weaknesses and critical challenges faced by the university
• Develop a brand position for Cal U and articulate it through its tagline, Building Character. Building Careers and all aspects of its communications

Results

The development of a brand position and strategic communications plan for Cal U has had a positive impact on virtually all students, faculty and administrators and a dramatic increase in enrollments has occurred. Results from year two to year three include:

• Revision of the University's mission statement to complement the brand position
• A heightened level of continuity in message delivery, communications quality control and design standards across all departments
• Unification of all internal audiences through a common brand position
• Full time equivalency (FTE) undergraduate enrollment has increased by 7.4% from 2005 to 2006
• Full time equivalency (FTE) graduate enrollment has increased by 20.2% from 2005 to 2006