Muhlenberg
College
Defining a vision of distinction and impact.
As it prepared to celebrate its 175th anniversary and faced the looming enrollment cliff, Muhlenberg College—a prestigious liberal arts college in Allentown, Pennsylvania—identified an urgent need to define and promote its distinct value proposition as never before. President Kathleen E. Harring charged Mackey Strategies with developing a messaging framework that would resonate with prospective students and could be infused across communications to all audiences. As part of this engagement, Melanie Moran, our Vice President and Senior Strategist, served as Muhlenberg’s Interim Vice President for Communications to oversee and implement this work.
Building on extensive market research the College had recently conducted, we developed a four-pillared messaging framework that conveyed the Muhlenberg difference in authentic and compelling themes. With enthusiastic endorsement from senior leadership and the Board of Trustees, we led campus-wide workshops involving several hundred faculty, staff, and students to empower all stakeholders to become effective ambassadors for the College. We also wrote and guided all aspects of a website refresh, resulting in a site infused with new messaging, imagery, videography, and interactive features that take prospective students on a deliberate journey of discovery.
The refreshed site positions Muhlenberg as a top choice for prospective students while amplifying its brand identity across all digital touchpoints.
