An evangelical Christian college of about 2,000 students, Bethel College (Bethel), in Mishawaka, Indiana needed clarity in its brand messaging, a more robust recruitment funnel, and brand-consistent publications in order to continue to grow enrollment. Mishawaka is right next door to South Bend, so the college also needed a stronger brand to achieve visibility in a neighborhood dominated by an institution with major brand power.
The Stamats team began the collaboration through brand research and development to clarify how Bethel’s internal audiences view the College and what kind of students Bethel serves best. The developed brand campaign, “Spirited Connections,” exemplifies how connections at Bethel are at once social, emotional, and intellectual — and that they help Bethel community members integrate their faith and learning with their social lives and their intellectual growth. Our brand work laid the foundation for subsequent projects in recruitment communication sequence mapping, admissions publications, and marketing a new program at the College. Thoughtful discussions during the these projects encouraged a near-seamless internal buy-in
and advocacy for the brand platform and campaign.
“The brand identity has been spreading across campus with new recruitment materials, advertising, light pole banners on campus, and the new web site that was just launched a few weeks ago. Overall enrollment is up slightly and we’re still moving forward!” — Randy Beachy, Assistant VP, Marketing & Communications.