Lasell University

Articulating Excellence: How RHB Helped Lasell University Refine Its Story and Boost Enrollment

institutional profile

Lasell University, located in Newton, Massachusetts, is a private institution that transitioned from Lasell College to university status in 2019. With a rich history of innovative education, Lasell is known for its commitment to connecting classroom learning with practical, hands-on experience. The university offers a range of undergraduate and graduate programs, emphasizing the development of engaged citizens and future leaders.

At the core of Lasell’s educational philosophy is a dedication to transforming students into individuals whose capabilities exceed their own expectations. The university prides itself on its faculty and staff’s devotion to students, fostering an environment where personal attention and mentorship are paramount. Lasell’s innovative career preparation programs, coupled with a strong focus on social responsibility, prepare students for success in their chosen fields while instilling a sense of civic duty.

Challenge

Following its transition from Lasell College to Lasell University in 2019, the institution faced the challenge of articulating and promoting its evolving identity while staying true to its core mission. Lasell needed to:

  • Understand how it was living up to its promise of helping students achieve their personal definition of greatness
  • Identify the enduring elements of the Lasell undergraduate experience
  • Develop a compelling narrative to attract best-fit students
  • Create a coherent brand experience across all recruitment touchpoints

Solution

RHB (a division of SIG) implemented a comprehensive approach to address Lasell’s challenges:

  • Conducted five Circles of Influence sessions with undergraduate students
  • Held conversations with administrators, faculty, and staff
  • Performed on-campus observations to understand the place-based aspects of the Lasell experience
  • Analyzed data to identify key themes and unique value propositions
  • Developed strategies to articulate Lasell’s commitment to equity, engaged citizenship, and innovative career preparation
  • Created marketing collateral that coherently communicated Lasell’s brand across various touchpoints
  • Implemented a strategy for senior search that provided a consistent brand experience

Results

RHB’s solution helped Lasell University:

  • Reinforce the importance of its work toward equity and engaged citizenship
  • Develop new ways to communicate the connections between classroom learning, career preparation, and community building
  • Create a coherent brand experience for students engaged in senior search
  • Successfully implement in-house senior search using Slate
  • Improve undergraduate student recruitment efforts

By aligning Lasell’s evolving identity with its enduring mission and values, RHB helped the university create a more compelling and authentic narrative for prospective students, leading to success in undergraduate recruitment.

How SIG/RHB Can Help

SIG offers comprehensive solutions for institutions facing challenges similar to Lasell University:

  • Brand Articulation: Uncover and communicate your unique value proposition through stakeholder engagement methodologies like RHB’s Circles of Influence.
  • Recruitment Strategy: Develop data-driven strategies to attract best-fit students, combining SIG’s technological expertise with RHB’s marketing insights.
  • Technology Integration: Implement and optimize recruitment technologies like Slate for effective in-house management of senior search and other initiatives.
  • Marketing Collateral: Create compelling, on-brand materials that resonate with your target audience across all recruitment touchpoints.
  • Change Management: Guide institutions through significant transitions while maintaining brand identity and coherence.

By partnering with SIG/RHB, you gain a team that blends technological prowess with strategic marketing expertise, helping you tell your unique story, attract the right students, and achieve your recruitment goals while staying true to your mission and values.


Have Questions?
We look forward to hearing from you.