How one institution reversed its enrollment trajectory by aligning its campus, modernizing strategy, and boldly reclaiming its voice.
The Challenge
Arcadia University, a private liberal arts institution just outside Philadelphia, has long been recognized for its strengths in health sciences and a global approach to education.
But by 2022, like many regional universities, it was facing real headwinds. Applications were down. Undergraduate enrollment had been slipping for years.
“We used to be incredibly reactive,” says Collene Pernicello, AVP of Enrollment Management and Marketing at Arcadia. “We would notice dips in enrollment, then throw money at it. But we didn’t have a proactive strategy.”
The university was competing in a saturated market with a shrinking pool of college-bound students—and struggling to articulate what made it different.
“We weren’t being bold enough in telling our story,” said Rashmi Radhakrishnan, Arcadia’s Vice President for Enrollment Management and CIO. “We had great outcomes, but they weren’t reaching the right audience. And internally, we didn’t yet have the tools or structure to meet the market where it was.”
The Turning Point
In 2022, Arcadia made a decisive shift. After years of enrollment challenges, the institution committed to a campus-wide transformation—one that would touch not just admissions, but culture, operations, and mindset.
Leading that charge was Rashmi, who brought together her dual roles as CIO and VP for Enrollment Management to launch a modern, integrated approach. “Her background as CIO shaped everything,” says Collene. “Our entire approach now is data-informed. It’s in our DNA.”
Digital transformation became a key pillar of Arcadia’s 2025 strategic plan, and enrollment was at the heart of it. The university invested in platforms like Salesforce, restructured teams, and re-centered the institution around its core value: enabling student success at every stage.
A pivotal moment came when Arcadia engaged Eduvantis for a comprehensive market assessment. That research, combined with campus-wide insight, became the foundation for a multi-part strategy aimed at shifting the university’s model from transactional to relational.
“We realized that everything—from financial aid conversations to campus events—needed to reflect a relationship-first approach,” says Rashmi. “And we needed the organizational capacity, the data, and the culture to support it.”
The Strategy
The transformation was guided by three key pillars:
1. Deep, Data-Informed Insight
Eduvantis conducted foundational research on Arcadia’s brand perception, Net Promoter Score, and audience sentiment. This clarified where the institution stood—and what needed to change.
“We collect data, we act on it, and we iterate constantly,” says Collene. “That’s what made this work.”
2. Segmented, Purpose-Built Messaging
Together, Arcadia and Eduvantis rebuilt the university’s value proposition for distinct audience segments, including first-generation students, transfer populations, and health sciences prospects. One-size-fits-all was out. Precision was in.
3. Campus-Wide Alignment
From faculty partners to redesigned student ambassador roles, Arcadia invested in alignment across the student experience. Everyone—from admissions to orientation—contributed to shaping a cohesive, high-impact journey from inquiry to enrollment.
The Results
The outcomes were significant—and fast:
- Highest admit and deposit totals in a decade for both first-year and transfer students
- Most diverse incoming class in university history
- Growing academic innovation, with faculty leading new, market-aligned programs
- A cultural shift in student engagement, led by highly trained, mission-driven ambassadors
Year-Over-Year Admission Data (2024 v. 2023)
| Applications | Admits | Deposits | |
| First Year Students | +53% | +54% | +44% |
| Transfer Students | +55% | +58% | +76% |
“We’ve sustained those gains into the 2025 cycle,” says Collene. “We’re on track to meet all of our goals for 2025, both for first-year and transfer students.”
The process helped build campus-wide buy-in, setting the stage for continued progress. “Faculty trust the process now,” says Rashmi. “They can see that innovation is necessary for institutional success.”
That shift from a transactional approach to a relational one was successful, too. “Everything we do now is about building real relationships with students,” says Collene.
The Partnership
Arcadia credits its success to:
- bold leadership,
- an engaged campus, and
- the right partners at the right moment.
From day one, the university approached its work with Eduvantis as a true partnership, not a handoff. “It doesn’t feel like we’re your client,” says Collene. “It feels like you’re part of our team.”
What began as a market assessment quickly evolved into ongoing collaboration across marketing strategy and execution.
Rashmi shared, “Eduvantis brought immense strategy and skill. More than that, they were right there with us, helping us pivot, test, and adapt.”
At the time, Arcadia had no centralized marketing team and limited digital infrastructure. Eduvantis stepped in to triage urgent needs, clarify the university’s value proposition, launch digital advertising campaigns, and improve SEO and web experience—all while enrollment goals loomed.
“First, we stepped in to launch a triage advertising strategy that was designed to boost awareness and lead generation fast. We knew bolstering enrollment in the short term was critical,” explains Eduvantis AVP of Digital Marketing, Emily McMahon. “Then, in year two, we moved through a more robust strategy planning process aimed at aligning efforts with the enrollment cycle while balancing awareness, lead generation, and down funnel engagement efforts for long-term enrollment success.”
“We had no in-house digital capacity at the start,” said Rashmi. “Eduvantis gave us the confidence to experiment, move quickly, and stay bold.”
The partnership was built with sustainability in mind. Eduvantis worked alongside campus leaders and new hires to share performance data, co-develop strategy, and support Arcadia in substantially strengthening its in-house marketing capacity.
This extended to staff development, too. Eduvantis played a hands-on role in supporting Arcadia’s new marketing lead, who was transitioning to higher ed after a career in the agency world.
Today, Arcadia continues to grow its internal team—building on the strategy, structure, and mindset developed in partnership with Eduvantis. They credit the partnership with helping to make these next moves possible.
“When choosing a partner, we didn’t just want someone to do the work, We wanted a partner we could learn from,” says Collene. “Eduvantis gave us the foundation we needed to go out on our own.”
Looking Ahead
Arcadia is charting a new chapter: building a fully resourced in-house marketing and enrollment team, launching workforce development and stackable credential programs, and positioning the university as a lifelong learning partner for students at any stage.
“We’re not done,” said Rashmi. “But we’ve built the foundation—and the mindset—to keep making progress.”
Collene emphasizes how important it is to act, even in uncertain times: “It’s okay to fail. What matters is that you keep iterating, keep learning, and never stop moving forward.”
Interested in building your own transformation strategy?
Arcadia’s story proves what’s possible when bold leadership, a unified campus, and the right strategic partner come together. In just a few years, the institution moved from enrollment decline to momentum—modernizing its strategy and creating measurable results that continue to build.
The lesson is clear: transformation doesn’t happen by accident. It happens when institutions make intentional choices, embrace data and insight, and empower people to lead with confidence.
At Eduvantis, we partner with colleges and universities across the country to help them do just that: craft strategies that are both visionary and practical, align teams and culture, and build the capacity for long-term success.
If your institution is ready to shift from reactive tactics to proactive growth, we’d love to explore what’s possible together. Reach out to our team to discuss your goals.