Redefining Calvin's Brand in the Transition from College to University

Calvin University

Redefining Calvin's Brand in the Transition from College to University

institutional profile

Calvin University is known for its commitment to academic excellence, faith-based education, and preparing students to be thoughtful and engaged citizens in a complex world. The institution is currently navigating the transition from college to university status, seeking to redefine its identity and expand its influence on a global scale.

Challenge

Calvin University, formerly Calvin College, faced several interconnected challenges as it transitioned to university status and sought to expand its global influence:

Aligning the Marketing and Communications (MarCom) division with the institution’s new strategic vision and goals
Transitioning MarCom from a primarily service-oriented function to a strategic partner in achieving the university’s objectives
Clarifying and communicating Calvin’s identity and market position following its transition to university status
Developing a cohesive internal messaging strategy to unite the community around the institution’s new direction
Leveraging technology effectively to support Calvin’s ambition for global impact
Operating with limited resources compared to peer institutions

Solution

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.

How SIG/RHB Can Help

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

Strategic Alignment: Assess and align marketing and communications functions with institutional strategic goals and vision
Organizational Design: Recommend optimal structures and roles for marketing and communications departments, including executive-level positions
Brand and Market Positioning: Assist in clarifying institutional identity and developing effective positioning strategies
Technology Integration: Advise on enterprise-wide technology solutions and change management strategies for adoption
Resource Optimization: Provide benchmarking data and recommendations for maximizing effectiveness within budget constraints
Internal Communications: Develop strategies for consistent messaging to unite internal stakeholders around institutional goals

By partnering with SIG/RHB, institutions gain access to data-driven insights, industry expertise, and tailored solutions to navigate complex transitions and achieve their strategic objectives in the evolving higher education landscape.

“I was impressed by RHB’s expertise in marketing team structure and cultural assessment. This led me to advocate for an investment from our leadership in a process that could guide the optimal resourcing of MarCom to support our transition and growth into a university structure. The thorough and professional process by RHB produced insightful recommendations that were well-received by our president’s cabinet. As a result, our Marcom division is now embracing a new identity as strategic partners, moving beyond traditional service providers.”

–Tim Ellens, Director of Marketing and Brand Steward, Calvin University

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