Paul Smith’s College
Paul Smith’s College, known as the College of the Adirondacks, offers students an unparalleled hands-on education on its 14,000-acre campus. With undergraduate and graduate programs in fields such as culinary arts, forestry, hospitality, sustainability, and the natural sciences—and access to unique on-campus centers and the world-famous Adirondacks—Paul Smith’s delivers an education that’s as immersive as it gets.
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Case Study:
Rebranding Paul Smith's College
From headwinds to horizons:
The story of a college renewed.
For years, Paul Smith’s College faced the same headwinds challenging small institutions nationwide. But unlike other schools, it had a few aces up its sleeve—from its unparalleled location to its one-of-a-kind offerings. It was time to remind the world what makes Paul Smith’s extraordinary.
This is how we did it.
Known as “The College of the Adirondacks,” Paul Smith’s blends academic rigor with immersive, outdoor-driven experiences, offering programs in hospitality, climate change, forestry, culinary arts, and more. Sounds exciting, right? But behind the scenes, the College was facing a tougher story—and turned to CCA for help.
Years of declining enrollment and a mounting financial deficit had placed Paul Smith’s under intense strain. Compounding these challenges were false reports of a “closure plan” that underscored the urgency of a timely brand reinvigoration.
Our mission was clear: to reignite interest, attract new students, and firmly position Paul Smith’s as the premier destination for experiential education in one of the world’s most remarkable natural settings.
Our work has included a new brand platform that encapsulates their distinct offerings, a comprehensive enrollment print suite, a successful Open House media campaign, content for the College’s redesigned website, and more.
A Brand Rooted in Distinctiveness
Through in-depth collaboration with Paul Smith’s leadership, faculty, and students, we distilled the College’s essence into five brand pillars, summarized here:
1. It’s About the Experience.
It’s our commitment to an education that is both practical and experimental that consistently earns us a “Most Innovative” billing by U.S. News and gets us featured on the likes of Nat Geo TV and ESPN
2. A Place of Epic Proportions.
Imagine an idyllic outpost, a year-round academic paradise for students who want something different. (Where else do you learn canoe safety your first week at college or see your residence hall listed in the National Register of Historic Places?)
3. The Most Comfortable Uncomfortable Community
We see unity in diversity and prioritize each other’s emotional well-being. As one student put it, “This place is good for my mental health.”
4. Science in the Wild.
Bearing the moniker “The College of the Adirondacks” is more than a badge of honor for us; it’s a profound responsibility.
5. Smitties for Life.
Our grads are U.S. Biathlon athletes, smokejumpers, James Beardnominated chefs, environmental policymakers, wildlife technicians, food truck entrepreneurs, and esports champions. They work at the U.S. Forest Service, Norwegian Cruise Lines, Cornell, and Google. And no matter their day job, they can carry on conversations about the art of chocolate or the beauty of a Blue Heron.
The Results
The rebrand’s impact was swift and substantial. Fall enrollment rebounded significantly, bringing the total number of students to nearly 600, a noteworthy increase following previous declines.
More specifically, undergraduate enrollment increased by 30%. Transfer students increased by 12%. Graduate programs experienced a 32% rise in enrollment, and the new retention rate for first-time, full-time students reached 76%, the highest in over 20 years.
As Paul Smith’s College looks to the future, the foundation set by the rebrand will continue to drive its growth. With new marketing campaigns, expanded facilities like the campus Mercantile store, and updated programs and emerging institutes, Paul Smith’s will continue to align the College with the needs of the region and the world— while remaining true to its roots as “The College of the Adirondacks.”
- 76% Student Retention Rate (Highest in over 20 years)
- 30% Increase in Undergraduate Enrollment
- 32% Increase in Graduate Enrollment
“We’ve stabilized our enrollment rates and tripled completed applications, and, with these improvements, we’ll continue to keep the momentum going.”
