Environment Educational institutions, even the most prestigious, have had a decade of unprecedented change and challenge. Costs continue to rise much faster than inflation. Keeping up with technological advancements consumes time, resources and ever-growing budgets. Funding has been curtailed. The public and the pundits are questioning the value of a college education and suggesting that the distinction between a public and private education is virtually nonexistent. And parents are scrutinizing more than ever the return on investment that each college option will provide. And of course, the competition among colleges is more intense than ever. Within this economic and social context, how does an institution embark on a name change and brand overhaul that: 1) addresses immediate recruitment needs but also 2) provides a long term basis for a substantive identity while 3) retaining continuity with the best of its past? Challenge Beaver College, a nearly 150-year old coeducational, private, comprehensive institution located in Suburban Philadelphia, was eager to change its name and its designation from college to university for several reasons: to reflect the true quality of its educational experience; the breadth of its offerings; and the global perspective of its educational product. The goal was to accomplish this without losing support from its alumni, faculty and its current student body. In addition, the institution wanted to enhance the academic profile of its applicants. Strategy Through internal and external focus groups and other investigations, the agency took a fundamental and fresh look at the school to identify the core attributes that make it unique and appealing. Every aspect of the subsequent name/status change reflected these attributes: strong academic values and tradition; a commitment to a global perspective; a nurturing and supportive culture where students are encouraged to take leadership roles and develop their full range of talents; a beautiful setting and rich campus life. In the rebranding of Beaver College, the agency made these attributes the basis for everything, including a new identity statement, a criteria for the new name, and an entirely new image in the school’s marketing communications. Additionally, the agency evaluated the school’s own recruitment materials as well as the competitors’ and made substantive recommendations for tactical and creative changes. From the logo to the award-winning campaign, including radio as well as TV spots (one created just for use during the X-Games broadcasts), every communication reflected a coherent and competitively distinctive brand message about Arcadia University. Results The Arcadia name change and rebranding has become one of the most talked about success stories within the world of higher education. Less than a year after the name change, inquiries for the freshman class were up 44% and deposits were up a staggering 50%. These results are particularly impressive since these numbers are compared to the college’s best years...a college that had doubled enrollment over the last 8 years!