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Seattle University

From Insight to Action: How Seattle University Transformed Its Prospective Student Outreach

institutional profile

Seattle University is known for its innovative approach to education, blending rigorous academics with hands-on experiences and a commitment to forming leaders for a just and humane world. The university’s urban setting provides students with unique opportunities for internships, community engagement, and cultural experiences. Seattle U prides itself on fostering an inclusive, progressive Jesuit education that speaks to the mind, body, and spirit of its diverse student body.

Challenge

Seattle University faced a critical challenge in distinguishing itself in a competitive higher education landscape. The institution had fallen into the common trap of trying to appeal to as many students as possible, resulting in a diluted message that failed to highlight its unique qualities. This approach led to a decline in enrollment, particularly from its core markets of students in Jesuit and other Catholic schools. Seattle U needed to rediscover and effectively communicate its authentic identity to prospective students.

Solution

RHB implemented a comprehensive strategy to address Seattle University’s challenge:

  • Conducted Circles of Influence research with current students to uncover authentic messaging.
  • Performed a Coherence Inventory to assess alignment between current communications and research findings.
  • Developed a 36-month communication plan focusing on strategic campaigns for prospective students.
  • Launched sophomore and junior search campaigns, including name licensing, multi-channel campaign development, and real-time reporting.
  • Created personalized communication strategies authentic to Seattle U’s identity.
  • Implemented real-time data analysis for ongoing campaign optimization.

This approach helped Seattle U reconnect with its identity as an inclusive, progressive Jesuit university in a vibrant metropolitan area, leading to increased prospective student engagement and more effective communication of the university’s unique value proposition.

How SIG/RHB Can Help

SIG and RHB offer comprehensive solutions for institutions facing challenges similar to Seattle University:

  • Brand Discovery: Uncover your institution’s authentic voice through proprietary research methodologies like Circles of Influence.
  • Communication Alignment: Assess and improve coherence between your true identity and marketing messages.
  • Strategic Enrollment Marketing: Develop targeted, data-driven campaigns leveraging SIG’s technological expertise and RHB’s marketing insights.
  • Personalized Outreach: Create and implement multi-channel, personalized communication strategies that resonate with prospective students.
  • Data-Driven Optimization: Utilize real-time reporting and analysis to continuously refine and improve recruitment efforts.

By partnering with SIG/RHB, institutions gain access to a powerful combination of strategic insight, creative expertise, and technological proficiency to enhance their enrollment marketing and recruitment processes.

–James Miller, Associate Provost for Enrollment Management & Dean of Admissions, Seattle University
"We engaged with RHB because we had lost our way in communicating our uniqueness. While our goal was of course to revolutionize our marketing efforts in order to drive better outcomes; the goal behind the goal was to get back to communicating to the mind, the body and the spirit. To create a feeling of nostalgia for a possible future as a Seattle U student and a sense of belonging in our innovative and progressive, Jesuit and Catholic community situated in the best neighborhood in the best city on earth. Our RHB team called us into coherence and to excellence at the confluence of CRM technology and the human experience. Their support, guidance, and innovative thinking has already transformed the way we approach enrollment marketing and recruitment.”
–James Miller, Associate Provost for Enrollment Management & Dean of Admissions, Seattle University
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