Case Study: California State University at Dominguez Hills

Clarity and focuscsudh-brand-book-1

California State University at Dominguez Hills engaged PS&L to bring clarity and focus to their marketing efforts. It’s ultimately important for achieving your enrollment goals to know who you are, and how you are perceived. This is especially true as a university in large state system and critical in a competitive marketplace. Nothing makes the picture clearer than strong research and communication. We exposed everything – bringing to light unique brand attributes and garnering buy-in for the brand from all campus constituencies. Now that CSUDH knows their brand, competition, market position and public perception, the University is on solid ground to move forward.

We performed the following higher ed consulting services for California State University at Dominguez Hills:


Quantitative studies of 6 audiences
  • Current Students Faculty and Staff
  • Fall Inquiries and Applicants
  • High School Guidance Counselors
  • Community College Transfer Counselors
  • Alumni
Focus Groups
  • Senior Administration
  • Alumni, Development, and Advancement Team
  • Admissions Team
  • Athletic Coaches
  • Current Students
  • Faculty Staff
  • Alumni Community Group
  • Competitor Assessment
  • Environmental Assessment
  • Background Review and Fact Finding

California State University, Dominguez Hills (also known as CSUDH, CSU Dominguez Hills, Cal State Dominguez Hills, or Dominguez Hills State University) is a public university located in the South Bay region of Los Angeles County and was founded in 1960. The university is part of the 23 school California State University system. It offers 107 types of Bachelor’s degrees, 45 different Master’s degrees, and 17 types of teaching credentials.The university does not confer Doctoral degrees.

For the 2011–2012 academic year, the university had a total enrollment of 13,899 students comprising 11,069 undergraduates and 2,830 post baccalaureates.

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Robert Oxman,

Bob is the Creative Services Team Leader with more than 18 years experience of delivering creative solutions in higher education marketing. Works mostly in print publications, video production, and advertising (print, radio, and broadcast). Most people call him Bob, but he responds to other terms of endearment.