Another Expensive / Unqualified Consulant?


The administration hired Easton Consultants of Stamford, CT -- a top-line corporate consulting firm that lists no educational institutions or non-profit organizations on its client list -- to come up with the "proof" that Wells College had to become coeducational in order to survive. Ryerson refused to share the consultants' report with students, faculty, or alumnae.

Schedule A of IRS Form 990 filed by Wells College for the fiscal year ending June 30, 2004, shows that the college paid this firm $370,820 for their services.

Now she has hired a very small, local consulting firm to reinvent the image and substance of the college, via interviews with participants for her choice. Just what "brand" of school has she decided that will Wells College will become?

Update 11/11/05: The consultants are coming to campus next week. As of early this week, no faculty members had been scheduled to speak with them. Have any alumnae been contacted for their input?


October 17, 2005

WELLS COLLEGE
Office of the President
Aurora, NY 13026
315/364-3265

To the Wells College Community:

In our 138th year, Wells College is undertaking both change and reaffirmation. Wells is, in the twenty-first century, what is was in the nineteenth and twentieth -- a unique, valuable, and singular institution. Wells never has been, and never will be, “just another college.” Moreover, it is very much an essential institution: American education is better, more fully faceted, and richer for the existence of our College.

While we affirm this to be true, we recognize that we must become ever better at defining, communicating, protecting, and advancing our institution’s distinct “brand” in the world beyond campus. Brand management is a best practice in higher education today. Thus, earlier this year we conducted a review of consulting firms that specialize in brand development for educational institutions. After careful consideration, we determined that Cognitive Marketing, Inc. in Rochester, NY would be the best fit for Wells. This firm refers to its brand development process as Market Voicing. It is a very inclusive process that begins by learning about us through in-depth interviews and discussion with members of the college community. Cognitive Marketing will also conduct a comprehensive review of our history, goals, and current communications programs; and an analysis of our competitive position in the educational marketplace.

Josanne DeNatale and Peter Holloran, co-founders of Cognitive Marketing, will be coming to campus in the next few weeks to conduct the interview phase of the Market Voicing process. While it will not be feasible to conduct interviews with every individual on campus, it is critical to the efficacy of this process that all constituent “voices” be represented among the interviewees. Thus, over a three-day period, Cognitive Marketing will hold a series of conversations (both group and individual interviews) with students, faculty and staff, all of which focus on the essence of Wells College. In addition, visits and phone conversations will take place with alumnae from the 1950’s — 2000’s.

It is important to note that the work of Cognitive Marketing is focused on the search for “the essence of the institution.” Their intent is to challenge us to be introspective and thoughtful about our institution’s character, capacity, and value. They are not taking a poll; they’re looking for the words, perspectives, aspirations, and stories of those who know Wells best — our own community.

A strong Wells College brand will return value to the institution in myriad ways. Your participation in and support of this process will help assure not only its integrity, but its ultimate success.

Regards,

President Lisa Marsh Ryerson

President Lisa Marsh Ryerson