# La Salle University School of Business

> We repositioned La Salle University School of Business as the antithesis of a university “factory” mass-producing grads for standardized jobs.

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## Tagline

Disrupting the Business of Business School

## Intro

La Salle University is tough to categorize. It’s a classic liberal arts university. But one that has a fierce belief in the value of learning by doing through real-world training. The university was ready to embark on its most ambitious journey. The goal was to transform business school education in an era of disruptive, chaotic, constant change.

## Strategy

We were asked to help reposition and reimagine the brand. We talked to a lot of people—students, grads, professors and administrators—and a picture began to emerge. What marks a La Salle grad is the belief that while their degree is a means to an end, their education is a means to a beginning.

“That’s Lasallian Business.” We positioned La Salle as the antithesis of a university “factory” mass-producing grads for standardized jobs. La Salle offers a higher return-on-learning. But it wasn’t enough to just claim that. We had to prove it. Scouring La Salle’s data, we found strong stats that demonstrated the concrete value of a Lasallian education. By marrying these rational proof points with the progressive philosophy of the university, we defined Lasallian Business in a compelling way.

## Success

In Philadelphia’s uber-competitive higher-ed market, “That’s Lasallian Business” struck a chord. Faculty, administration, students and alumni communicated their enthusiasm. One alum described it as “bold, without attitude.” And the numbers reflected the positive feedback. The School of Business saw a 15.4% increase in applications; a 31% increase in converting “acceptance” to business school deposits; and a 42% increase in open house attendance, universitywide.