Challenge:
The Episcopal Theological Seminary of the Southwest had a very long name and dwindling enrollment. As compared to the other 11 accredited Episcopal seminaries, ETSS was much younger, had experienced more turmoil and had less leadership stability. Like many religious institutions, it lacked a true brand identity and differentiation. The seminary’s situation was exacerbated by the political poles of the church, the political nature of a non-profit, a recent regime change on its board of directors and a VERY tight budget.

Solution:
We identified a branding task force from within the seminary to represent all aspects of the institution. We guided these elected representatives through our BrandSmart process to discover the seminary’s true brand position, brand essence and competitive differentiation. Together, we defined its Brand Platform to help guide the reinvention of the entire seminary, including renaming the institution, brand identity, brand collateral, a new Web site and, most importantly, a new brand culture. The Brand Platform is also informing seminary operations such as curriculum, worship services, housing and financial aid policies.

Results:
The new name, Seminary of the Southwest, launched mid-summer of 2008 to rave reviews. The new brand identity and collateral launched in September 2008 with similar accolades. The entire face of the seminary is being rebuilt to support the new Brand Platform. Southwest has reaffirmed itself as a top-tier Episcopal seminary in the eyes of the church and reinvented itself as a contemporary educational institution in the eyes of its prospective students. The campus is undergoing physical and emotional renovations. New leadership is in place with palpable enthusiasm.

As of Fall 2010, student enrollment at the seminary is up 40% over the previous year, nearing the institution’s capacity. Southwest is the ONLY Episcopal seminary that experienced such an increase in student enrollment.