With Declining Enrollment, LaSalle Retools Marketing Effort

La Salle University is undergoing a "strategically-guided renaissance" to increase enrollment at the Philadelphia-based school. 

Developed with agency Allen & Gerritsen (A&G), the "Explorers are Never Lost" brand campaign addresses the formation of the whole person, "one that encourages and supports students to blaze their own path as they prepare for successful careers and purposeful lives," says the agency. 

Creative messaging is placed through paid social, cross-screen video, native advertising, mobile display, in-theater, radio, out of home, and paid search media channels. The radio and TV components are focused within the Philadelphia market.  

This branding replaces a campaign called "Never stop exploring" which was developed before, but  confusingly shared the same title with the outdoor brand The North Face.



To coincide with this branding initiative, the University has adopted a series of strategic initiatives, including moving to a platform of institutional learning outcomes, the creation of five interdisciplinary centers of excellence, and the development of a program of endowed chairs and professorships. It will also lower its tuition from $40,400 to $28,800.

These changes are essential for the survival of the Catholic institution. La Salle's enrollment dropped to 725 students in 2015 down from the 2014 class of 860. This decrease resulted in a budget shortfall of $12 million, 9% of its operating budget, and laying off 23 employees, reports Philly.com

1 comment about "With Declining Enrollment, LaSalle Retools Marketing Effort".
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  1. Joe Young from Allen & Gerritsen, October 19, 2016 at 3:54 p.m.

    Thanks for the article. We are pleased to share that things are already looking up for La Salle.

    According to our La Salle contact, the deficit came in far less than projected. The 2016 class is up 12%. And applications for next year are trending more than 100% higher. Overall, La Salle's strategic renaissance is directed at improving student experience and outcomes, supported by increased enrollment.

    For a more complete picture visit, http://neverlost.lasalle.edu/. 

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