U.S. News: What was the goal of the recent Fordham rebrand and what did you do – especially novel things – to accomplish them?
Bell: We had three primary goals.
- First, we wanted to build brand awareness.
- We also sought to enhance market perception and increase yield – elevate Fordham’s profile and prestige and make it the first choice for more top students.
- And we needed to modernize the brand and messaging so that Fordham’s Jesuit values resonate with prospective students and their families.
The big question was, how do we cut through the “sea of sameness” in higher ed marketing? Prior to this rebrand, Fordham focused on traditional tactics, such as email marketing, search and college fairs, and barely invested in paid media.
Fordham University
- We changed that with this rebrand strategy, overhauling our enrollment marketing strategy end-to-end.
- We’re doing out-of-home advertising in New York and in selected markets across the country.
For the first time, we’re leaning into experiential marketing. During last year’s NACAC conference in Ohio, we gave out free New York-style pizza at The Fordham Pizza Shop pop-up and had a line down the block.
U.S. News: What made you decide it was time for a rebrand at Fordham?
Bell: We knew we needed to sharpen our identity to be seen and heard in this competitive environment.
- Research told us Fordham was known for specific strengths – student support, a caring environment, outstanding faculty – but not considered as prestigious as some of our closest peers, while many outside the New York tristate area don’t know the school.
- The existing visual identity was outdated and confusing – including different versions for the academy and athletics – and didn’t translate well to digital.
Fordham has a unique standing as the Jesuit university of New York.
We focused on our distinctive educational experience and strong value proposition in the most exciting city in the world.
U.S. News: What did the data demonstrate about results, and what takeaways do they provide to other colleges?
Bell: The brand rollout began last August, and we’re already seeing measurable impact.
- Fordham is having a record-setting year, with completed applications up nearly 25% from last year.
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A recent survey of over 400 New Yorkers following an NYC metro area ad campaign found a clear lift in perception.
- The overall positive impression of Fordham more than tripled among college-age respondents.
- People were more likely to recommend Fordham to friends/family and recommend our graduates for employment.
- The perception of prestige increased by 8.8%.
The pizza pop-up was more than a free lunch.
- We’ve seen a nearly 50% increase in undergrad applications from Ohio.
- We’ve seen a similar increase in undergrad applications from schools whose guidance counselors enjoyed a slice.
Rebrands are a major undertaking, but when done right – and for the right reasons – they can almost instantly affect attitudes about your institution.
