RHB implemented its Future-Ready Organizational Capability Assessment using The RHB 3-5 Design to address Calvin University’s challenges:

• Strategy: Recommended aligning MarCom’s strategic plan directly with the university’s strategic priorities and key audiences, with clear success metrics.
• Structure: Advised the creation of a Vice President for Communications and Marketing position to elevate MarCom’s role in institutional strategy.
• Staffing: Identified priority positions for MarCom’s evolution and suggested reimagining roles to align with future needs.
• Systems: Recommended adopting a single enterprise CRM and implementing change management principles to facilitate technology adoption.
• Spend: Provided benchmarking data and recommendations for increasing effectiveness within current budget constraints.

Key outcomes of RHB’s assessment included:

• Emphasizing the need to distinguish between brand and market position, helping Calvin select and communicate a clear market position
• Focusing on transparent and consistent internal messaging to unite the community around Calvin’s new identity
• Recommending ways to integrate diversity, equity, inclusion, and belonging into MarCom’s strategic focus
• Suggesting the adoption of enterprise-wide technology solutions to support global impact goals

Following RHB’s recommendations, Calvin University moved forward with establishing a vice president role to lead marketing and communications, marking a significant step towards aligning MarCom with the institution’s strategic vision.