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.

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.

Why a Strategic Plan is Essential

At the heart of a strategic plan is a clearly defined vision and purpose. Your vision paints a picture of the future your district aspires to be, while your purpose defines its core reason for existing. In a landscape where families have choices, differentiation becomes essential. It’s about communicating what makes your district unique — whether that’s innovative programs, an inclusive culture, academic excellence, or countless other strengths. What matters is honing in on the qualities that set your district apart.

As part of the strategic planning process, many districts consider what the graduates from their school will pursue after graduation and what skills or competencies the students should possess to achieve their goals. This idea goes beyond academic achievement to include attributes like critical thinking, collaboration, empathy, social responsibility, or adaptability to ensure students are prepared for success in college, career, and life. Keeping this image in mind further helps align curriculum, instruction, and culture with long-term student outcomes. 

A well-structured strategic plan proactively positions the district for long-term success. Here’s how:

• Accurate Picture of the District: By assessing current enrollment projections, community perceptions, and demographic information, a district can make informed decisions that align with its future.
• Community Transparency and Communication: A clearly articulated plan enables consistent, clear communication of district goals to parents, educators, and community members — fostering buy-in, advocacy, and shared ownership. Transparency builds trust, creates accountability, and encourages deeper community engagement.
• Attracting and Retaining Staff: School districts that have a clear vision for the future are more attractive to educators and staff. When employees see where the district is headed, they feel more secure and motivated in their roles.

A robust strategic plan also strengthens the district’s ability to advocate for future funding and bond proposals by clearly demonstrating the district’s needs and priorities. Additionally, a well-communicated plan helps engage the community, making it easier to gain support for district initiatives by ensuring that every decision ties back to a unified vision and demonstrates that your team is delivering on promises made. Since educational needs evolve over time, strategic planning is an ongoing effort that requires regular updates to stay aligned with the district’s growth, student needs, and shifting community expectations.

Districts that engage in a strategic planning process that is well communicated and delivers on the promises made can foster trust and confidence in the district. Kentwood Public Schools (KPS) is a district that has embraced strategic planning and created a unique dashboard interface that demonstrates the progress made toward their goals. KPS employs collaboration and feedback from stakeholders to inform their plan and move the initiatives forward in the pursuit of supporting the needs and success of their students.

Looking for more inspiring examples? Check out the work being done in these districts:

• West Ottawa Public Schools
• Mason Public Schools
• Grand Haven Public Schools

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.

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.

What is Experiential Graphic Design?

Experiential Graphic Design is the integration of brand and message within physical spaces, transforming how individuals interact with and perceive their environment. Unlike its previous name indicates, Environmental Graphic Design, the term Experiential Graphic Design was adopted over ten years ago to better represent the focus on creating immersive and meaningful experiences rather than solely implying environmental sustainability.

EGD combines various elements such as signage, maps, symbols, colors, and other communication materials to guide individuals through the built environments. This approach not only complements architecture, interior design, branding, landscape, and furniture but also creates a cohesive and engaging spatial experience. Today, EGD can also leverage digital spaces to present dynamic content through motion or interactive graphics, allowing for rich interactions between building users and the presented information.

From the moment students approach their school, experiential design can create a welcoming atmosphere. Exterior signage and wayfinding systems, designed with thoughtful typography, color schemes, and imagery, help students and visitors navigate the campus with ease. These elements not only provide essential information but also establish a sense of place and belonging.

Interior spaces can further enhance the student experience by incorporating graphics that complement the curriculum. Wall murals, informational displays, and interactive installations can make hallways, classrooms, and common areas more engaging and inspiring. Digital displays and motion graphics can present dynamic content, making lessons more engaging and accessible. By creating visually stimulating environments, EGD helps maintain students’ interest and enthusiasm throughout their educational journey.

Additionally, EGD can create themed environments that align with specific subjects or educational goals. Edgerton Trails Elementary School’s colorful interior is inspired by the district’s elementary science curriculum, with each grade level housed in distinct neighborhoods that reflect local habitats. The neighborhoods — The Pond (DK), The Woodlands (K-1), The Lakes (2-3), and The Dunes (4-5) — provide age-appropriate and fun environments that connect back to what they are learning. Students can feel emotionally and physically safe as the layout ensures they interact primarily with their peers in spaces designed specifically for their developmental stage. These immersive environments stimulate curiosity and creativity, encouraging students to explore and engage with their subjects more deeply.

Supporting Mental Health and Well-Being

The design of educational spaces can have a significant impact on students’ mental health and well-being. Experiential graphics can contribute to creating a positive and supportive atmosphere by incorporating elements that promote relaxation, focus, and emotional comfort. For example, calming color palettes, nature-inspired imagery, and thoughtful spatial layouts can reduce stress and anxiety, fostering a sense of calm and security.

EGD can also promote social interaction and community building by designing spaces that encourage collaboration and connection. Interactive displays, communal areas, and shared information boards can help students feel more connected to their peers and institution, enhancing their overall sense of well-being.

To embrace the student and school connection to the Shelby community, each academic wing at the Shelby Elementary School was given an identity from elements found in the natural environment that include an orchard, forest, and lake. Bright colors and illustrations are infused throughout the facility with experiential hallway graphics and flexible furniture. Shelby has a large population of students who speak English as a second language, so each graphic in the school is represented in both English and Spanish to create an inclusive environment.

Guiding Student Focus and Learning

Experiential graphics can also play a supportive role in guiding student focus and enhancing learning environments. Creating personalized spaces, like built-in nooks, can offer calm areas for individual reflection or focused work, and can promote a sense of ownership and comfort. Enhancing these areas with dedicated graphics, schools can support students in finding their unique place, fostering an environment that positively impacts well-being and individual growth.

Additionally, EGD that incorporates place-based learning concepts into the design and application can inspire students to engage more deeply with their everyday surroundings. EGD, when thoughtfully integrated, can transform ordinary spaces into interactive learning environments that stimulate curiosity and creativity. This approach not only enhances the educational experience but also propels schools and universities towards innovative and effective learning strategies.

At Ludington Elementary School, inspired by the school’s land and its connection to Native American culture, each grade-level neighborhood has an identifiable animal (like an owl, wolf or bear) to connect to and identify with. Each animal was chosen specifically through feedback from the local indigenous tribe. This strategic use of coordinating displays creates a feeling of belonging for young learners and fosters student connection to the physical environment.

Interacting with Digital
Designs

Digital technologies play an increasingly important role in experiential graphic design. Interactive kiosks, digital signage, and learning-centered motion graphics can present dynamic content that adapts to the needs of students and visitors. These technologies allow for real-time updates, personalized information, and interactive experiences that enhance the overall environment.

The open lobby at Calvin University’s new School of Business facility features a digital running stock ticker so that students feel continually immersed in business culture. A large video wall showing the active stock market, market highlights, or campus news in the same space complements the feeling of learning in a real, global business setting.

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.