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.