Two thousand students.

That was the goal the University of Redlands set in 1999 as it revised its strategic plan for the new millennium.

The small liberal arts institution sought to continue its tradition of excellence by strengthening its academic programs and realizing increased tuition
revenues. Growing the student body from 1,669 to 2,000 would invigorate each major and allow the addition of new faculty.

To attract those new students, the university decided to completely overhaul its admission recruitment publications. Like many small universities, Redlands faced challenges with creating a family of publications unified by color, design and size. But the university knew it needed more than just a new look. The staff wanted to send a clear and consistent message to prospective students, parents and donors about the particular value of a Redlands education. The university wanted—and needed—to develop a brand identity.

In 2004, the university exceeded its goal and today has capped enrollment at 2,350. Prospective Redlands students and their parents peruse publications from the university that are unified by color, design, size—and message. Most important, Redlands can now distinguish itself from other institutions in its class and it communicates its brand identity clearly and consistently in everything it does. When the Redlands staff decided to take their publications and marketing efforts for the College of Arts and Sciences to the next level, they sought the marketing expertise of The Lawlor Group.

"We were looking for a long-term partnership," explains Philip Doolittle, Senior Vice President for Finance and Administration, "not just for help with publications. We wanted a firm that would help us with the message and also be a long-term advisor to us. We felt a comfort level with The Lawlor Group right away."

To help Redlands develop a brand identity, Lawlor began an extensive research process involving interviews with carefully chosen focus groups. The feedback from current students, faculty, high school counselors, and students who decided not to enroll at Redlands helped the university identify the three key words that define the Redlands brand—collegial, entrepreneurial and inspiring. "I valued Lawlor's insistence on doing thorough market research before they even thought about redoing the publications," says Ron Stephany, Vice President for University Relations.

Guided by Redlands' newly developed brand identity, Lawlor re-conceptualized the university's publications. "We started seeing superb visuals right away," recalls Paul Driscoll, Dean of Admissions. "When the search piece was done, we were astonished. It was everything we had hoped for visually and with regard to message."

Driscoll, who is currently working with The Lawlor Group on the next generation of admission publications, says he appreciates the collaborative relationship he has with the marketing firm. "We can give feedback and they might not agree, but they are more than willing to work with our input. The true beauty of The Lawlor Group is that they actually listen."

Lawlor helped Redlands integrate its marketing communications efforts so that everyone involved in marketing the institution—from admission counselors to student tour guides to faculty—understood the university's brand and used the same talking points when communicating with prospective students. Integrating marketing communications also meant making sure all print and electronic materials reflected Redlands' identity.

Stephany says the process of developing a brand identity with The Lawlor Group brought a wealth of additional value to the institution. As a result of Lawlor's work, the university's publications advisory committee evolved into a marketing committee that includes representation from both the administration and the faculty. "The entire university is involved now," says Stephany. "Lawlor's work started out in admissions, but it has influenced the entire institution in terms of how we move forward. Their work is extraordinary." The success of Lawlor's work with the College of Arts and Sciences prompted the university to retain the firm to provide other services. For the School of Business, Lawlor has provided strategic marketing counsel and market research services during the past several years. And the next generation of the institutional web site is being developed and implemented by Lawlor. The Lawlor Group's expertise and collaborative approach are appreciated by many at the university, making the firm a valued partner.

Doolittle also appreciates that The Lawlor Group stays engaged with their profession through the higher education marketing conferences and workshops they organize and the publications they produce. "They focus on a small, select group of private colleges," notes Doolittle. "We like people who stay to their knitting. It gives us great confidence." But the bottom line, says Doolittle, is that the University of Redlands really values long-term partnerships. "That's why we work with The Lawlor Group."

Published in 2006. 

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