The problem: Getting the Career Center the attention it deserves.
In their most recent strategic plan, Carleton College placed a top priority on their career center, an office which had received little prior attention. Although this function was important to many donors, alumni, and parents, there had been little infrastructure or precedent for an individual program to promote its work within the larger college community, and the Career Center was seen as an outdated, ineffectual office. I worked with its new director to rebrand the program, putting a broader, more forward-thinking mission front and center, and turning a previously dry annual report—intended for a handful of administrators—into an inspiring promotional piece used by multiple college divisions as a core outreach tool.
Results: The Career Center is now widely considered one of the college’s most exciting new initiatives, seeing a 300% increase in alumni funding, and a 137% increase in alumni and parent participation.