Assumption University

Revamping Brand & Enrollment Strategy For a Catholic Liberal Arts College


  • Media Planning + Execution
  • Competitor Research
  • Audience Segmentation + Analysis
  • Recruitment Pipeline Audit
  • Program Strategy
Assumption University

Assumption University, a Catholic liberal arts college located in Worcester, MA, recognized a need for a cohesive marketing strategy that united efforts across undergraduate and graduate programs. Additionally, the institution sought a strategy that could drive significant student growth by 2030.


Creating a united front across marketing and enrollment

Several units across Assumption University are responsible for the management of marketing and recruitment. The college wanted to work towards a more united approach, while developing an understanding of the scope of vendor partners and their capabilities.

Once the current ‘state of the union’ was established, Viv worked with key stakeholders to develop goals on both the marketing and enrollment side.

Assumption University

A roadmap to success

Viv delivered a comprehensive plan that outlined strategies and tactics for University marketing and admissions groups to leverage in order to unite their brand and grow student populations significantly by 2029. Viv will continue to work with Assumption University staff to roll out these strategies.

The Results

Created an entirely new brand position, coupled with a new messaging hierarchy and content strategy by persona

Delivered a digital road map, which includes a tactical implementation plan for a new website, media strategy, marketing workflows, and social media

Built a strategy mapping a path to 400 net new undergraduate and 400 net new graduate students by 2029