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Concordia Honored with CASE Award for Tuition Reset Communications Plan

Concordia University, St. Paul's Department of Marketing and Communications received a 2013 Pride of CASE V Gold Award for its efforts planning and promoting the school’s tuition reset announcement of a $10,000 reduction in tuition price for the 2013-14 academic year. The award was presented at the 36th Annual Council for Advancement and Support of Education (CASE) Great Lakes District V Conference Dec. 16 in Chicago. 

Concordia won gold in the category of "Best Practices in Communications and Marketing", earning the Teresa Du Bois Exline Award for institutions with fewer than 3,000 students. This award recognizes exemplary projects that serve as benchmarks for other institutions, provide successful solutions to overcoming challenges, reflect strategic use of resources and/or utilize innovative practices.

“We are honored to receive this prestigious award from CASE,” said Concordia Director of Marketing and Communications Jason DeBoer-Moran, who accepted the award on behalf of Concordia at the conference. “This honor highlights the excellent work and preparation that took place in advance of our tuition reset announcement and recognizes the subsequent success measured as a result of this strategic shift in creating a more transparent view of the value of a Concordia education."

On September 12, 2012, Concordia University, St. Paul announced a 33% drop in the published tuition price of its traditional undergraduate program, reducing it by $10,000. Prior to making the public announcement it was essential the buildup was thoroughly planned out, ensuring timely, factual, open and transparent message delivery. Planning efforts included the creation of a tuition reset fact sheet, media kits, a tuition reset web page, rebranding of the Concordia logo with a new tagline, an aggressive visibility campaign and reaching out to select national and local media prior to public announcement to gather interest.

The contest generated 482 entries from institutions in five broad areas: excellence in alumni relations, fundraising and development, communications and marketing, special events and diversity programming. Of the 482 total entries, only 47 gold awards were presented.

The CASE District V includes 400 member institutions in Wisconsin, Minnesota, Michigan, Illinois, Indiana and Ohio.

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