Shifting the Narrative from Scarcity to Abundance

Too often, schools are framed by what they lack: funding, time, staffing, resources. But what if we changed the lens? What if we choose to focus on what’s possible instead? We believe in the power of abundance. In this mindset, we don’t hoard knowledge and potential but share it freely. Abundance requires vulnerability and trust. It’s the belief that when we give — whether its ideas, energy, or creativity — we don’t lose, we multiply.

This mindset drives everything we do. Instead of addressing challenges in isolation, we look at the whole picture. What kind of experience is your school trying to create? What story are you trying to tell? How is your district transforming teaching or learning? Where can we break down silos, maximize resources, and align strategies so your school operates as one unified, powerful learning ecosystem?

Looking Ahead: A Future Built on Possibility

Education is one of the most powerful forces for economic and social mobility. When we get it right, we help pull people out of poverty, spur innovation, and shape a more equitable world. We don’t believe the future of education will be created by traveling the same paths that brought us here. It’s time for a different approach and one that is rooted in optimism, courage, and abundance.

At GMB, we’re committed to building a future where students have what they need to succeed, educators are empowered to lead, and schools are equipped to thrive. We want to partner with those who share our vision, who see education not just as a service, but as an opportunity to create change. Together, we can inspire future generations to think big, to live with joy, and to create abundantly.

First Impressions Matter

Campus tours continue to be an important factor in students’ enrollment decisions. The National Association for College Admission Counseling reports that over 70% of prospective students have a stronger interest in an institution after an in person visit. Positive interactions on campus coupled with up-to-date and engaging buildings can help tip decisions in an institution’s favor.

The Lake County campus of Ivy Tech Community College (ITCC) underwent extensive renovations including a reconstruction of the entrance to create a predominate, accessible front entry space that is visible from the street and enhances the building user’s entry experience. The ITCC brand and digital graphics, furniture, and building materials reflect both an industrial and technical aesthetic to create a warm and welcoming lobby. Several of the program entrance “front porches” off the main corridor are included in the design to increase visibility of the programs and provide a space for students to collaborate.

Branding Through Architecture

Facilities are also a large branding tool. Architecture that reflects institutional identity not only shapes student and community perceptions but also strengthens recruitment campaigns.

At Grand Rapids Community College (GRCC), design decisions were made to highlight technical learning as visible and transparent. The exterior façade incorporates industrial materials and even a large-scale logo — functioning like a billboard that proudly communicates the college’s values and community role. Research has shown that distinctive campus design can increase a student’s sense of institutional pride and belonging, two factors tied to retention.

Connection to Nature

Outdoor spaces aren’t just amenities — they’re linked to improved student well-being and engagement. In fact, campus green spaces have been recognized as the most important environmental intervention for students’ mental health, as it can provide them with a space to relax and socialize. Colleges that integrate green spaces and biophilic design on campus report higher satisfaction rates among students.

At MCCC, the Warrick Student Center is designed to connect directly with the campus’s main quad, providing access to restorative green space. A patio on the outdoor mall will feature a canopy for shade and pant life, alongside a variety of seating, to draw students to the building. As landscape architect Frederick Law Olmsted once noted, nature offers “refreshing rest and reinvigoration,” and modern research continues to affirm its role in supporting student success.

Core Principles

At the heart of gamification are these game-like elements designed to motivate and inspire students:

• Points, badges, levels and leaderboards provide recognition and a sense of achievement. Using the leveling-up approach, for example, students can see their learning progress using levels to demonstrate how much they are achieving.
• Quests, quizzes, hidden tasks and team challenges invite learners to work toward goals in ways that feel exploratory and fun. For example, role-playing quests can place students in the shoes of a biologist or engineer, encouraging creativity and problem-solving.
• Choose-your-own-adventure structures give learners autonomy to make decisions and explore different pathways, fostering ownership of their learning journey. For instance, a branching story sends students down different paths depending on what route they choose, helping students use critical thinking to plan ahead.
• Storytelling and narrative development transforms lessons into immersive experiences. When learning is framed through a storyline, it becomes more memorable, creating emotional connections that help knowledge stick.

The term gamification often evokes thoughts of technology, but gamification thrives in both physical and digital spaces. In-person tools can include projectors or wall displays for point tracking, as well as activity-based learning that blends movement with academics. These strategies not only engage students but also support motor skills, brain activation, and memory retention. On the other hand, digital tools like Kahoot!, Prodigy, and Zearn seamlessly integrate into eLearning. They offer interactive, curriculum-aligned platforms that turn routine lessons into competitions or cooperative quests with real-time feedback and personalized learning paths.

Wherever gamification is used, its accessibility is a key strength. Gamification is highly adaptable to nearly any subject area, teaching method, or budget, ensuring that all learners can participate in meaningful, playful instruction.

Benefits Beyond Engagement

While engagement is the most visible outcome, gamification offers a much deeper range of benefits:

• Inclusivity and accessibility ensure that gamified experiences can be designed for all learners, regardless of subject, background, or ability.
• Collaboration and competition help students build teamwork and resilience while embracing healthy rivalries.
• Problem-solving and creativity flourish in environments that encourage experimentation and open-ended challenges.
• Physical and mental health are strengthened when movement is integrated, as neuroscience links exercise with improved brain function, memory, and wellness.
• Social learning is embedded, with students often learning from and with each other in shared goals and team dynamics.

Pedagogy and Gamified Learning Environments

For gamification to be effective, it must be intentional. Simply adding games to a lesson isn’t enough — the activities must align with learning objectives and instructional goals. When thoughtfully applied, gamification complements flexible, tech-enabled, and socially interactive learning environments.

Research projects like the Gameful Assessment in Michigan Education (GAME) Project, led by the University of Michigan, highlight how gamified systems can transform assessment and instruction. These approaches encourage learners to think beyond grades, focusing instead on subject mastery and growth.

Educators can also blend gamification with traditional methods, adapting strategies for different subjects and learners. Over time, building these systems and training teachers to use them becomes an investment in the future, ensuring sustainable, engaging models of instruction.

By combining GMB’s strong foundation in education design services with Richard L. Johnson Associates’ deep understanding of the local market, we are building a team that is both nationally connected and locally grounded. This partnership allows us to bring the depth and breadth of national education best practices while remaining closely attuned to the unique needs of individual districts and communities.

“We are excited to welcome Richard L. Johnson Associates’ team and clients to GMB,” said David Bolt, President and CEO of GMB. “This acquisition brings together the strengths of both organizations, enhancing our collective capabilities and allowing us to create an even greater positive impact. By working as one team, we’ll be able to deliver more innovative solutions, support districts in reaching their goals, and ultimately improve the educational experience for students across the Midwest.”

Richard L. Johnson Associates, based in Rockford, Illinois, will continue serving more than 30 school districts in Northwest Illinois.

Scott Johnson, one of Richard L. Johnson Associates’ firm principals, has expressed excitement that clients will benefit from GMB’s additional in-house capabilities and educational design knowledge.

“I am very proud to be a part of this strategic acquisition,” said Johnson. “By combining our expertise in K-12 education, higher education, and broad experience in educational design, we’re building a full-service team that can collaborate across geographies and provide long-term value for our clients.”

The Richard L. Johnson Associates team will become part of GMB’s Team of Teams structure, which encourages autonomy and responsibility over the traditional hierarchical business model. GMB is also a 100% employee-owned company.

“As we grow and expand our educational ecosystem, we are inspired by the transformative work happening in classrooms across the country. We look forward to learning from these new partners and supporting how their clients are addressing today’s educational challenges,” added Bolt.

Getting the Whole Picture at the College of Wooster

When The College of Wooster sought out a refreshed brand strategy, the challenge wasn’t just crafting the message. It was making sure the message resonated to create brand advocates across campus. Intentionally launching the College’s new brand strategy to internal stakeholders was a must. To be successful, our teams organized a three-day on-campus Brand Camp that included a series of interactive sessions designed to bring the brand to life for faculty and staff.

We offered open sessions for the entire campus community and hosted department-specific sessions tailored to the unique needs of individual teams. These sessions walked participants through the “why” behind the strategy, shared key insights from stakeholder engagement, and introduced core messaging elements like brand pillars, the brand promise, and the brand narrative.

But we didn’t stop at the presentation. The Brand Camp included collaborative workshops to help participants internalize and practice the new messaging. Through guided reflection, elevator pitch challenges, and real-world role-play scenarios, attendees explored how to apply the brand language in their own communications — whether talking to a prospective donor, emailing alumni, or preparing remarks for a campus event. By the end of Brand Camp, participants were more confident, empowered, and excited to share it. They reflected on what the brand promise meant for their specific roles, practiced speaking the brand aloud, and gave feedback on areas where they needed more support. They began to see themselves as co-owners of the story, ready to use their voices to amplify a consistent and authentic message.

Discovering What Sets You Apart

At GMB, we believe the journey to distinction begins with discovery. Our research-backed process is designed to help higher education institutions unearth what truly makes them different and not just from their own perspective, but in the eyes of students, alumni, donors, faculty, and community stakeholders.

Through multiple targeted intake sessions with key audiences and a comprehensive brand health survey, we assess how your brand is currently performing both internally and externally. This includes a competitive audit and external market research to position your institution within the broader higher ed landscape. But this is just one piece of the puzzle.

Buildings and Brands: Creating Cohesive Campus Experiences

Finally, a truly distinctive brand is not confined to brochures and websites; it lives on your campus. Physical spaces should reinforce and reflect your identity. Through integrated design and branding, GMB helps institutions create campus experiences where facilities, messaging, and mission work together. When buildings and brands are aligned, the result goes beyond just a beautiful campus; it’s a cohesive, memorable, and compelling experience that sets you apart.

Athletics as a Catalyst for School Branding

• Facilities as First Impressions: Athletic stadiums, often centered around football, are seen as a uniquely American tradition that can shape the identities of students, institutions, and communities. From fields and courts to stadiums and signage, athletic facilities send a clear message: we invest in our students and we’re proud of our programs.
• Merchandise and Mascots: Spirit wear, team colors, and mascots are more than just fun, they’re vital branding tools. Whether worn at family-friendly Friday night games or shared across social media, these elements reinforce pride and recognition in the broader community.
• Creating a Unique Fan Experience: The Chippewa Champions Center at Central Michigan University is a shining example of using athletics to make a memorable first impression to all campus visitors. Located directly behind the north end zone, the center is one of the most unique fan experiences in the Mid-American Conference (MAC) and is located just steps from the Chippewas’ locker room, bringing fans up close and personal to the action on the field.

• Inclusion Through Shared Experiences: Games, practices, team nights, and fundraising can act as additional gathering points that unite students, staff, families, and alumni. Whether you’re on the team, in the band, broadcasting the game, or cheering from the stands, there’s a place to belong. These shared experiences help create deep emotional ties to the school community and to each other.
• Multi-Use Spaces That Serve Everyone: Creating flexible athletic spaces that serve educational, community, and event needs is a must. They serve PE classes by day, sports teams by night, and community events on weekends. Designing these spaces to be used by both male and female sports, and choosing durable materials that encourage year-round use, make great financial sense for educational institutions that often rely on public funding.
• Elevating The Student Experience: The award-winning Hudsonville Fieldhouse has ample space to support a variety of sports programs, community members, and school classes. It was important to the district to create spaces that reflected student talent, celebrated their successes, and reinforced the brand and culture of Hudsonville. 

Driving Student Excitement and Retention

• K-12 Impact: Competitive or high-profile athletics attract families and offer opportunities for students to choose what best suits their talents. More schools are adding options in fast-growing sports like girls’ flag football, boys’ volleyball, rugby, and lacrosse. These offerings pique student interest, attract new demographics, and promote year-round campus activity.
• Giving K-12 a Collegiate Feel: The turf fields at Woodhaven High School promote a sense of school pride with bold logos and school colors that evoke a collegiate feel to the complex, while also promote accessibility for all students, athletes, and community members regardless of gender or physical abilities.
• Higher Ed Impact: Athletics can be a deal-breaker or deal-maker during the college selection process, especially for student-athletes and school spirit-minded students and families. Highlighting athletics during campus tours and recruitment campaigns helps elevate the entire student experience. Winning seasons, legendary games, and beloved mascots are powerful touchpoints that also keep alumni connected, and invested in, your school.
• A Multi-Functional Alumni Space: The Stadium Club at Western Michigan University (WMU) transformed from primarily game day use to a 24/7/365 a year entertaining, fundraising, and intimate conversation space. The goal of the updated suite was to offer an elegant and welcoming experience to patrons that is unique to WMU.

Expanding the Definition of Athletics

• Intramural and Recreational Sports: In higher ed, intramural sports provide an outlet for physical activity, connection, and community without the intensity of varsity athletics. They help support student wellness and provide opportunities for leadership and event planning, especially for students not involved in other clubs.
• Developing Year-Round, Well-Rounded Athletes: Schools are shifting away from the “one-sport athlete” mindset and instead encouraging participation in multiple sports or off-season training programs. This approach helps prevent burnout and injury, while promoting teamwork, adaptability, and resilience.
• Exploring eSports: Competitive gaming programs are rapidly growing in both K–12 and higher education. East Kentwood High School in West Michigan has one of the top-ranked eSports teams in the nation and was placed in the Top 20 programs by USA Today. With more than 100 students on the team, their eSports program offers new ways to engage students who might not connect with traditional sports while still teaching them teamwork, strategy, and discipline.

Positive Impacts on a Student’s Learning Experience and Environment

• Upgraded and properly maintained systems create learning environments that are comfortable and limit noisy disruptions
• Promoting sustainability in tangible ways can provide hands-on learning opportunities for students
• Efficient buildings contribute to a better global environment, benefiting students’ well-being and their local communities

By adhering to the 2021 IECC, schools in Michigan can create optimized learning environments that prioritize comfort, health, sustainability, and innovation. These benefits not only enhance the day-to-day experiences of students but also equip them with knowledge and values for a sustainable future.

Aligning Marketing and Enrollment for Greater Impact

One of the biggest opportunities for smaller colleges is to create synergy between the marketing and enrollment teams. These departments are often siloed, each with their own fixed budgets, which can lead to inefficiencies, duplicated efforts, or misaligned messaging. When marketing and enrollment teams work alone, institutions risk wasting resources on campaigns that don’t support the whole picture.

One school that is tackling this problem head-on is McPherson College, a private, liberal arts institution taking a strategic, integrated approach to enrollment marketing. Their efforts serve as a strong example of how breaking down these barriers can drive success. At McPherson, marketing and enrollment professionals collaborate closely, sharing data and strategies regularly. This team alignment, supported from the top down, ensures that the school’s messaging remains consistent and targeted, leading to more efficient use of resources and stronger prospective student engagement. And this collaboration is having a positive impact on the College’s current marketing efforts. They are up more than 30 deposits year over year and have already exceeded their application goal by 40 applicants for 2025. By fostering intentional connections between these departments, McPherson College has created a model that other institutions can follow to help maximize their marketing dollars.

Another crucial aspect of budgeting is understanding how your competitors are positioning themselves in the digital landscape. While exact marketing budgets can be difficult to uncover, a competitor assessment can provide valuable insights. Look at the types of digital ads peer institutions are running, the platforms they’re using, and how prominently they appear in search results compared to your institution. Evaluating their online presence can help identify gaps, opportunities, and best practices to refine your own marketing strategy and maximize your budget.

Understanding how competitors allocate their marketing budgets — whether it’s on digital advertising, social media campaigns, direct outreach, or campus improvements — can help institutions make more strategic decisions. For example, if a competitor university is heavily investing in digital advertising or strategic branding, it’s important to understand how that might impact your institution’s visibility and perception. Competitive benchmarking helps inform budget allocations and ensures that marketing efforts are proactive rather than reactive.

Additionally, assessing where competitors are falling short, such as outdated graphics, off-brand messaging, or poor website navigation, can provide an opportunity to differentiate and attract students in a more cost-effective way.

The Ripple Effect: Beyond Enrollment Numbers

Strategic marketing investments also contribute to stronger alumni networks, community engagement, and long-term brand equity. By prioritizing marketing and enrollment efforts as an institutional strategy rather than a departmental concern, colleges and universities can build a foundation for long-term success and ensure they remain competitive in an evolving higher education landscape.

For small and private colleges looking to maximize their marketing budget, the key is strategic alignment, informed spending, and a clear understanding of market positioning. By fostering collaboration between marketing and enrollment teams, setting realistic goals, and analyzing competitive data, institutions can ensure that every dollar is used effectively to drive enrollment and institutional success.

As the demographic cliff looms over higher education, threatening enrollment and financial stability, smaller private institutions with fewer resources face a stark choice: adapt or struggle. While the shrinking pool of traditional students presents significant challenges, it also creates opportunities for innovation. Many colleges are already pivoting to attract nontraditional students, such as adult learners and career changers, but additional strategies can help institutions thrive despite the shift.

By embracing four strategic shifts—redefining value, reimagining spaces, strengthening community ties and refining communication—institutions can not only survive but thrive in this new era. Connecting with students and showing them they have found a place where they belong can make a difference and positively impact enrollment outcomes.

Creating flexible and adaptive spaces that can easily be reconfigured for different uses allows institutions to repurpose existing spaces. Classrooms and lecture halls can be designed with movable walls and flexible furniture to accommodate various teaching methods, from traditional lectures to remote education and collaborative group work. 

Repurposing or creating a scheduling system for underused areas on campus—like library spaces, computer labs, or classrooms—into private hoteling spaces that can accommodate unique needs can set your campus apart. From private areas for mother’s rooms to technology-rich content creation spaces, modifying existing space on campus ensures that your facilities remain functional and relevant, even as the institution’s needs evolve.

3. Strengthen Community Engagement 

Institutions can also deepen their engagement with local communities and employers to secure much-needed enrollment boosts. Almost two-thirds of undergraduate students attend a college within 50 miles of their home, making local connections critical for attracting and retaining students. 

To strengthen community ties, colleges can align programs with local workforce needs, offer community education, expand internship programs and become hubs for innovation and economic development. These local connections can lead to partnerships with area high schools for dual enrollment programs and better position the college or university to receive grants and government funding that support regional economic development. 

When a college is embedded within its immediate environment, word-of-mouth, local partnerships, earned media and community-based outreach become powerful, cost-effective tools for attracting students. This approach benefits the local economy and attracts students interested in living in the community they know.