Client: Goshen College

A nationally-ranked college and Hispanic-Serving Institution in Indiana, Goshen College is renowned for its purposeful and integrated curriculum, its distinctive hands-on, real-world educational opportunities, and its commitment to creating positive change in the world. Goshen is also ranked the #1 Bachelor’s College in Indiana by Washington Monthly, and listed among Princeton Review’s Greenest Colleges.

• Goshen College needed marketing materials for the Plowshares Project, a peace studies collaboration between Manchester University, Earlham College, and Goshen College. The Plowshares Project’s core focus is to foster peace through education, conflict transformation, and building a more peaceful world. The project also includes the Plowshares Digital Archive for Peace Studies, which serves as a resource for peace studies scholars and students, offering access to primary source materials.

• To market the Plowshares Peace Studies Program effectively, Goshen College needed to highlight the program's unique aspects and target the relevant audiences with a multi-channel approach. Goshen emphasized the program's practical applications, career pathways, and potential for positive impact on individuals and society.

Goshen College implemented a comprehensive multi-channel marketing strategy to promote its Plowshares Peace Studies Program, which included:

• Developing detailed program content on the website
• Regular updates and promotions on social media platforms
• Designing brochures and flyers that highlight key program features and benefits
• Creating promotional videos featuring testimonials from faculty, students, and alumni
• Hosting open houses, workshops, and guest lectures to engage prospective students and the community
• Collaborating with other departments and external organizations
• Engaging in media outreach to showcase program activities and achievements

Recruitment efforts were assessed using a variety of metrics, including application numbers, admission rates, enrollment statistics, levels of student engagement, and the career placement success of graduates. By showcasing alum success stories, we further underscored the program’s positive impact.

The primary objective of this strategy was to draw in individuals—students, faculty, and community members—who are committed to fostering a more peaceful and just world.