Siena College
Shaping institutional strategy in response to market changes.
Market Research
Brand Strategy
BACKGROUND
A smaller college offering a full experience
Siena is a private liberal arts college in the Capital Region of New York. Founded by Franciscan Friars, Siena offers a values-based education rooted in the Catholic and Franciscan traditions. Though only enrolling approximately 3,000 students, Siena “punches above its weight” in student experience with D-I athletics, research opportunities, a successful and connected alumni base, and even a world-famous political polling research institute.
CHALLENGE
What’s the compelling value proposition for smaller colleges?
Like many private colleges today, it was difficult to define and articulate what distinguished Siena from its many competitors. There was confusion about what defined a Siena experience as well as how well Siena’s current messaging aligned with prospective students’ priorities. At the same time, demographic realities forced Siena to consider its enrollment markets. Siena needed data to ifnorm a strategy regarding its positioning, programs, and prospective student markets.
CHARGE
Provide holistic direction on Siena’s strategic opportunities
Weighing these challenges, Siena charged ADV with conducting wide-ranging research to inform the strategic direction of the institution. This included better understanding Siena’s position in the market and lead messaging opportunities, aligning marketing communication with students’ priorities, identifying program opportunities, and evaluating current and potential recruitment markets.
DATA COLLECTION AND INTERPRETATION
Comprehensive Audience and Market Research
Marketplace Analysis
We approached these challenges with a combination of primary and secondary research, including:
Extensive interviews with Siena students, faculty, staff, alumni, board members, prospective students, and affiliated partners to understand the identity of the College, why students choose Siena, what defines a Siena experience, and how the College could or should be positioning itself in relation to others.
Surveys of prospective students about their priorities and current perceptions of Siena.
Comprehensive assessment of Siena' marketing materials and lead messages as well as an in-depth competitor assessment to analyze other institutions’ positions and key selling points.
Data-based evaluation of in-state and out-of-state markets and Siena’s historical enrollment footprint.
Analysis of potential new undergraduate and graduate programs that align with Siena’s strengths, exhibit student demand, and would not cannibalize enrollment in existing programs.
OUTCOME
Data-Based Recommendations for Marketing, Enrollment, and Academics
This research was far-reaching in its scope and touched nearly every area within Siena. (To date, this resulted in the largest report ADV has ever provided to a client.)
The research led to clear recommendations for:
Siena’s distinct identity and value proposition
Lead messages that reflect Siena’s distinct strengths and align with prospective students’ priorities
Enrollment growth opportunities with renewed focus on specific markets in New York
We presented all findings and recommendations to the Siena College leadership team and Board of Trustees. The results so far have been transformative for Siena and have led to important and necessary decisions regarding enrollment strategy, brand messaging, marketing investment, and academic programs.