Tackling Today’s
Education Challenges?
We're here to help.
Research-Driven Insights,
Strategies, and Communications
to Transform Your Campus Community
Full-Service marketing
support for your college or university
We know how difficult the education world can be right now. From managing post-Covid issues and economic uncertainty, to wondering about future student enrollment and figuring out where AI fits in, it’s a lot to handle.
That’s where we at SIR step in. We’ve got decades of experience understanding complex and sensitive issues of the education landscape, and identifying and meeting stakeholder expectations. Whether you’re a college, a university, or a secondary school, we’re all about customizing strategies that make sense for you.
We’re committed to supporting the life-changing service of schools for students, faculty and staff, and their communities. Curious about how we can team up? Let’s chat!
Strategies
Dedicated to finding solutions for today’s challenges and problems. Our team will guide your organization towards success in today’s complex educational landscape.
Insights
Our in-house research team delivers powerful insights to inform decision-making, leveraging a responsive and problem-solving mindset.
Results
Informed by in-house market research, we excel in strategic planning, branding, communications, community engagement, reputation and crisis management, as well as DE&I.
Sweet Briar College
Strategic Event Planning
Strengthening identity, community, and mission through a Summer Arts and Writing Retreat.
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Sweet Briar came to S.I.R. with the question: How can we share the creative spirit of our campus more widely while strengthening our community and mission? The College wanted to activate its stunning landscape, historic facilities, and faculty expertise during the quieter summer months.
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S.I.R. partnered with Sweet Briar to assess opportunities, shape a distinctive program, and capture insights from its first season. We began by walking the grounds with faculty, students, and alumnae, listening for what makes Sweet Briar unique. We also spoke with potential participants and reviewed similar programs nationwide. These conversations helped define what would set Sweet Briar's offering apart:
· Escape – A campus-based experience, free from daily distractions.
· Create – Small, faculty-led workshops in visual arts, photography, fiction, and poetry.
· Connect – Shared meals, porch talks, and evening events that foster authentic connections.
To bring the program to life, S.I.R. worked with Sweet Briar on positioning, messaging, and an outreach strategy that leveraged alumnae networks, regional arts partners, and transparent pricing to encourage early registrations.
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By the end of the retreat, Sweet Briar had done more than fill a quiet season — it had created a meaningful, repeatable extension of its mission to cultivate women's leadership through creativity and community. Faculty praised the dynamic mix of participants, from recent graduates to retirees, and guests described the experience as both inspiring and restorative.
Sweet Briar Summer is now poised to become an annual tradition that reinforces the College's distinctive identity while welcoming new audiences to campus.
Collegiate School
Community Needs and Challenges
Building Inclusion, Supporting Growth
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The Collegiate School is a leading independent K–12 school in Richmond, Virginia, dedicated to its mission of creating a diverse and inclusive community of learners committed to a challenging and supportive educational experience that fosters the intellectual, moral, emotional, and physical development of each student. In service of that mission, they recognized the importance of creating a truly inclusive and forward-looking community amid ongoing change and engaged S.I.R. to help on several related projects.
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Collegiate partnered with S.I.R. to lead a multi-year, stakeholder-driven research and engagement process. S.I.R. organized and moderated Diversity & Inclusion focus groups, supported the Head of School onboarding with cultural insights and community introductions, and conducted a comprehensive staff “State of Work” analysis using both qualitative and quantitative methods. In response to new trends, S.I.R. facilitated custom presentations and workshops for faculty and leadership on artificial intelligence, helping Collegiate anticipate and embrace change.
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Collegiate School gained a richer understanding of its community’s needs, aspirations, and challenges. Focus group findings and “State of Work” analysis equipped school leaders with actionable data to strengthen DE&I initiatives, guide well-being and retention strategies, and inform decision-making at the board level. Through every phase—listening, advising, and presenting—S.I.R. helped Collegiate build a culture of trust and innovation, ensuring the school remains connected to its mission and prepared for the future.
Westminster Schools
Communication and Planning
Listening First, Leading with Community
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Westminster Schools, a leading independent school, faced the twin challenges of a rapidly changing educational environment and a growing need for greater belonging and inclusion. During the COVID-19 pandemic, families and staff needed real-time information, responsive leadership, and a renewed sense of connection. At the same time, the school sought to measure satisfaction, understand what drives community well-being, and ensure every stakeholder’s voice was heard.
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Westminster engaged S.I.R. to design and lead a series of large-scale, stakeholder-informed research initiatives. These included parent and community surveys during the pandemic, comprehensive climate and DE&I surveys, and benchmarking for staff well-being. S.I.R. brought together voices from parents, students, alumni, faculty, and staff to identify strengths, gaps, and opportunities. Through data analysis, proprietary belonging metrics, and ongoing strategic advising — including sessions on emerging topics like artificial intelligence — S.I.R. helped Westminster align leadership, values, and vision.
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Westminster Schools gained a clear, data-driven understanding of its culture and community, informing decisions at every level. More than 1,600 parents provided input that shaped the school’s pandemic response, with 88% expressing satisfaction with communications and planning. Westminster’s leadership leveraged climate and belonging insights to set actionable DE&I priorities, improve transparency, and drive community-wide conversations. The result is a stronger, more inclusive school, ready to lead, adapt, and connect with confidence.
Community College Workforce Alliance (CCWA)
Stakeholder-Informed Strategic Planning
Empowering People, Strengthening Industries
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The Community College Workforce Alliance (CCWA), a partnership between Brightpoint and Reynolds Community Colleges, faced an increasingly competitive workforce development landscape driven by technological shifts and changing educational preferences. As demand for flexible, skills-based learning surged and traditional four-year college enrollment declined, CCWA needed to reposition itself to stay relevant and continue meeting regional economic and employment needs. The organization sought to reaffirm its role as the region’s key driver of workforce development while aligning with evolving state priorities and business demands.
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CCWA enlisted S.I.R. to lead a comprehensive strategic planning process focused on shaping the organization’s direction for the next three to five years. S.I.R. facilitated collaboration among diverse stakeholders — including college leadership, workforce boards, major employers, economic development organizations, and students — to co-create a shared vision for CCWA’s future. This included designing a data-informed planning framework, identifying key goals and performance metrics, and crafting actionable recommendations that reflected both CCWA’s strengths and the region’s needs in high-demand industries, such as advanced manufacturing and healthcare.
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As a result of S.I.R.’s facilitation, CCWA clarified its identity as a central force in regional economic development and a primary pipeline for career-ready talent. The strategic plan reaffirmed CCWA’s purpose in promoting individual and economic mobility while expanding its influence beyond the two colleges it serves. With clearly aligned goals and KPIs that mirror state workforce priorities, CCWA is now positioned to lead targeted workforce training and credentialing efforts across key industries, ensuring long-term impact on the region’s growth and competitiveness.
Sweet Briar College
Culture and Community Assessment
Creating a roadmap for continued community growth.
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Sweet Briar College, a historic women’s college in Virginia, sought to gain a deeper understanding of its campus climate to support ongoing growth and development while continuing to strengthen its enrollment, reputation, and internal culture. To support these efforts, S.I.R. partnered with Sweet Briar to conduct a comprehensive cultural assessment, engaging faculty, staff, and students through surveys and interviews.
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S.I.R. employed a mixed-method approach, combining leadership interviews with campus-wide surveys, designed to encourage open and candid feedback about the campus experience. The research identified key themes related to decision-making processes, faculty and staff engagement, and transparency across the institution.
Based on these insights, S.I.R. provided strategic recommendations to guide the College’s ongoing efforts, including fostering greater transparency across campus, more clearly articulating the College’s values and mission to strengthen community alignment, and expanding student support initiatives to enhance the student experience further.
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Sweet Briar leadership used these findings to inform a roadmap for continued cultural growth, emphasizing clear communication and active engagement with campus stakeholders. These efforts are designed to ensure that as Sweet Briar advances its mission of women’s leadership and empowerment, the internal culture remains cohesive, transparent, and supportive of student success.
This collaboration positioned the College to build on its strengths while pursuing its long-term goals, reinforcing its commitment to a vibrant and resilient campus community.
Boston University
Research-Driven Strategic Plan
1.7B Record-setting capital campaign for alumni engagement.
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Boston University embarked on an ambitious journey by launching a groundbreaking $1 billion capital campaign, the first of its kind in school history. The University’s Alumni Relations department engaged S.I.R. to craft a strategic plan that would significantly increase alumni engagement critical to the success of the campaign.
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To support this monumental initiative, S.I.R. employed a comprehensive research methodology to identify alumni interests and expectations from the university. Our research identified needs and expectations within the vast alumni network, as well as with stakeholders across the campus community. Armed with invaluable insights, we facilitated a strategic planning initiative with the Alumni Association leadership and alumni relations department, revitalizing its mission statement, establishing a compelling positioning, and creating a robust communications architecture.
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The implementation of the strategic plan empowered the Alumni Association to align its mission with university initiatives, amplifying services, and strengthening engagement. This effort complemented the work of university advancement, and contributed to the capital campaign’s record for alumni engagement and donations, surpassing the original goal with a total of $1.7 billion in contributions.
Virginia Community
College System
Strategic Research and Implementation
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To ensure that the Virginia Community College System (VCCS) is offering inclusive and equitable programs, supports, and policies, and is actively addressing barriers to the educational success of Black, Latinx students, and Native American students, as well as members of the ALICE population, VCCS reached out to SIR to:
• EXPLORE barriers to higher education
• IDENTIFY internal cultural and policy challenges preventing student success
• UNDERSTAND the appeal of community college enrollment among these populations, and
• DETERMINE messaging or policy changes that may serve to increase interest in local community colleges.
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To meet these objectives, S.I.R. conducted several studies (i.e., ALICE population students, Black students, and Latinx students), using the following approach that blended qualitative and quantitative methodologies.
We conducted online surveys among past, current, and prospective Black, Latinx, Native American, and ALICE population students throughout Virginia to quantify barriers, desires, expectations, and perceptions. With quantitative findings in hand, we then conducted Virtual Communities (online focus groups) to explore participant experiences in more depth.
Activities and topics were designed to identify and explore cultural and structural attributes that either contribute to or detract from the student experience, as well as explore the decision-making process of enrollment and examine comparative differences between VCCS and other educational options.
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S.I.R.’s recommendations from this multi-year engagement are now being used to inform positioning, messaging, and systems changes aimed at improving access, recruitment, and retention of minority students. The outcome of this research also recommended the following best practices be implemented to best serve Native American students at VCCS, including disaggregation of student data, implementing cultural placemaking efforts, and collecting tribal affiliations.
Uplifting indigenous voices. Acknowledging Native Student Realities, Experiences, and Needs.
Crisis Management and Branding
NSU sees a 250% increase in application rates resulting from brand overhaul, crisis and reputation management consulting.
Norfolk State University
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Norfolk State University found itself in a challenging position, as its reputation had suffered, and immediate action was necessary. The Southern Association of Colleges and Schools had placed its accreditation on probation, and its enrollment had plummeted by nearly 25%.
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S.I.R. conducted primary research with all corners of university stakeholders, including students, prospective students and parents, alumni, faculty, staff, and area business and community leaders. This research revealed the deep commitment and loyalty to the school by alumni and donors, and renewed compelling appeal of historically black colleges for prospective students, their parents, and community leaders.
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Working with our longtime partner and advertising firm, Fuseideas, we initiated a top-to-bottom brand overhaul based on these findings, centered around the theme, “We See the Future in You.”
We tested the rebranded communications materials, as well as provided crisis and reputation management services to stem the tide during the rebranding process. The combined efforts yielded impressive results, and by 2017, the university experienced a remarkable 250% increase in applications.
Brightpoint Community College
Research-Driven Student Support Strategy
Elevating Support for Military-Connected Students
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Military-connected students at Brightpoint Community College — including active-duty personnel, veterans, and their families — face unique challenges as they return to academic life. Many juggle employment and caregiving responsibilities while navigating a cultural transition from military to civilian settings. Despite their discipline and focus, these learners often report limited awareness or use of key support systems like advising, peer connections, and career services. Brightpoint recognized the need for deeper insight to design truly inclusive and responsive programming.
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To address these issues, Brightpoint partnered with S.I.R. on a two-phase research project. The first phase included a review of national literature and best practices in military student success. The second phase featured a custom survey fielded to military-connected students from both Brightpoint and the Community College Workforce Alliance. The survey explored motivations, barriers, service usage, and aspirations, offering role-specific and experience-based insights. The findings illuminated both strengths — such as students’ career focus and self-discipline — and missed opportunities, including underutilized career services and a strong desire for veteran peer networks.
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Armed with fresh insights, Brightpoint is now refining its military student support strategy. Key recommendations include building faculty awareness, strengthening job and financial planning resources, and creating dedicated spaces for veteran connection. By listening directly to military-connected learners and spotlighting the real dynamics shaping their success, Brightpoint has taken a crucial step forward — ensuring these students are seen, supported, and set up to thrive.
Community-engaged Strategic Planning
University of Richmond
Strategic Alignment: Enhanced student experience
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The University of Richmond School of Professional and Continuing Studies (SPCS) needed to craft a strategic direction that aligned with the university’s new strategic plan. This was an opportunity to evaluate the school's situation, engage with the community and School leadership, and prioritize strategic goals.
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S.I.R. conducted a mix of interviews, focus groups and surveys with various stakeholders, including current and prospective students, faculty, staff, and community partners. Based on our findings, we facilitated planning workshops with the school leadership to draft an initial plan that was refined through multiple iterations.
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The final plan articulated the vision and mission of SPCS and aligned its programs and curriculum with them. The plan also guided the creation of new programs to enhance the student experience and attract new students, foster innovation, meet the community needs, and better integrate into the university-wide framework.
Virginia
Commonwealth
University
Climate Study, DE&I
Strategic diversity and inclusion plan across the university
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A diverse student body and inclusive culture are core strengths that attract students and faculty/staff to VCU. Black and African American students, however, expressed deep-rooted feelings of the need for greater inclusivity on campus during a surprise sit-in at the president’s office.
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In consultation with the president, S.I.R. helped to organize and facilitate the President’s Advisory Group on Diversity and Inclusion across the university to conduct a comprehensive assessment of issues and strategic recommendations:
• Qualitative group and one-on-one research across academic and health campuses
• Townhall meetings with VCU president and administrative leaders open to all
• Standing advisory committee of faculty, staff and alumni
• Climate study analysis
• Strategic recommendations
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The final plan articulated the vision and mission of SPCS and aligned its programs and curriculum with them. The plan also guided the creation of new programs to enhance the student experience and attract new students, foster innovation, meet the community needs, and better integrate into the university-wide framework.
Crisis Management and Reputation Management
Iona University
Diligence and extensive outreach contributed to record alumni engagement that increased ten-fold the following year, with historic levels of donations participation in alumni
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Soon after the new president’s arrived on campus of Iona College, he discovered that false data had been reported to external agencies about student performance, alumni giving, and a total of twenty-two other categories over a ten-year period.
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S.I.R.’s JR Hipple served as an advisor and strategist to the president’s cabinet and the board of trustees, recommending that Iona College self-report the problem to both internal and external audiences.
With JR’s counsel, the president addressed the problem head on, conducting more than 70 town hall meetings in nine months, meeting with alumni groups and donors across the nation, holding face-to-face meetings with external regulators, and openly discussing the situation with higher education associations and the media.
This transparency led to national media coverage and investigations by the U.S. Department of Education, the Middle States Commission on Higher Education, the Attorney General of New York, Moody’s, and others.
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After a thorough investigation, the associate commissioner of the U.S. Department of Education wrote Iona’s president that no organization “has been more thorough or diligent about identifying and responding to data misreporting than has Iona College.
Given that we collect data from 7,000 postsecondary institutions throughout the United States, that is high praise indeed.” In addition, Middle States’ evaluation of the college’s response stated that it is “the stuff of a future Harvard case study on the way things are supposed to work when a crisis befalls an institution.”
Importantly, the president and the university’s extensive outreach contributed to record alumni engagement that increased 10 fold the following year, with a historic levels of donations and participation in alumni events
Let’s Talk
All of S.I.R.’s projects start with a conversation. Let us know a little about you and your organization and we’ll set a time to talk. You can visit our offices in the Fan District of Richmond, VA or we can hop on a video call. Whatever works best for you works best for us.
If you would prefer to start your conversation with one of our consultants individually, please refer to our people page.