Building brand identity to stand out in a crowded market


Building brand identity to stand out in a crowded market

Why Muhlenberg College partnered with EAB to launch new graduate programs

When leaders at Muhlenberg College sought to launch the College’s first graduate programs, they turned to EAB’s Adult Learner Recruitment team for support. College leaders wanted to meet the growing market demand for continuing education, and they saw an opportunity to build on their existing strong liberal arts programs and appeal to alumni who wanted to come back to Muhlenberg for their graduate education. Watch this video to learn how EAB is helping Muhlenberg College develop right-fit programs and establish brand identity at the graduate level amid growing competition.

“While we have a robust reputation as a liberal arts undergraduate school, we can’t rely on that to carry into the graduate space. So we’re going to have to build our brand identity.”

AJ Lemheney, Ed.D.
Vice President and Executive Director, Division of Graduate and Continuing Education, Muhlenberg College

About Muhlenberg College

Founded in 1848, Muhlenberg is a highly selective, private, four-year residential, liberal arts college offering baccalaureate and graduate programs. For more than 100 years, Muhlenberg College’s School of Continuing Studies has provided lifelong learners the opportunity to continue and enhance their education in ways that recognize their experience, maturity, motivation, life circumstances and capacity for independent scholarship. In February 2020, Muhlenberg College announced the launch of its first master’s programs in applied analytics and organizational leadership, which will be offered in fall 2020.

About Adult Learner Recruitment

EAB’s Adult Learner Recruitment initiative combines consumer analytics, intent marketing, market research, and strategic consulting to fuel smart growth for graduate, online, and degree completer programs. Unlike online program management companies, we work with you to drive growth without assuming control of core academic functions like curriculum design. And unlike digital marketing agencies, we are a full funnel enrollment solution—with 30 years of expertise generating results from brand awareness to lead generation—all the way through application marketing and yield management.

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