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.