Saving the Small University: How Mary Baldwin University achieved a 233 percent enrollment increase in one year
Like many small, private colleges, Mary Baldwin University, an all-women’s university in Staunton, was struggling to stay financially viable. Lacking a strong strategy, going co-ed only seemed to make the enrollment crisis worse. It was time for serious changes in MBU’s approach to recruitment marketing. With existing staff and a new leadership bench, the newly formed integrated communications team established an ambitious goal and strategy taken from corporate brands. Then, they got to work.