CRAIG GOEBEL
Principal | goebel@artsci.com | 410-377-7880 x 21
Craig Goebel develops market-informed strategy to align an institution’s market needs with its mission and values. His engagement with senior leadership teams at colleges, universities, and independent schools has distinguished him as an expert on using rigorous empirical research to inform institution-wide strategy. His work has included consultations and major market research studies focused on institutional strategy to strengthen competitive positioning; pricing and financial aid predictive modeling studies; comparative admissions and financial aid assessments; as well as recruitment marketing and communications strategies.
Craig also leads the firm’s research and associate teams. With the research team, he plays a key role in the ongoing expansion of the scope and quality of Art & Science Group’s research capabilities; with the associates, he guides them in best translating findings into clear, actionable recommendations for institutional leadership. A particular focus of his work has been to advance the value of predictive modeling as an empirical foundation to inform critical pricing, positioning, and financial aid decisions.
Over the past twenty-five years, Craig has consulted for private and public research universities, including Iowa, Michigan, Virginia, Wake Forest and Washington University in St. Louis; liberal arts colleges, such as Colby, Furman, and Richmond; law, graduate and professional schools, from Dartmouth to Notre Dame to Duke; international and specialty schools, including Keck Graduate Institute, Otis College of Art and Design, Yale Divinity School, and University of London; and independent K-12 and boarding schools, such as Hockaday School, Montgomery Bell Academy, Norfolk Academy, Nueva School, and Woodberry Forest School.
Craig's extensive knowledge of institutional strategy and market research has made him a regular presenter at national higher education conferences around the country – such as the annual meeting of the American Association of Colleges and Universities, the College Board Colloquium and Forum events, the Council of Independent Colleges, the Annapolis Group Annual Meeting, The Association of Boarding Schools, and the NAIS Annual Conference – and a frequently cited source in The Chronicle of Higher Education, Inside Higher Ed, NBOA Net Assets, among others. Craig has also conducted seminars on branding and pricing for the American Council on Education’s Fellows Program and served as a guest lecturer in George Washington University’s Higher Education Administration program.
Beyond the Work
Growing up, Craig lived in Arkansas, Louisiana, Wisconsin, Texas, and back again to Wisconsin, but ultimately, moved to Maryland to be closer to the ocean and mountains. While he loves visiting campuses across the country, his favorite free time activity is going on long road trips with his family to meet interesting people and visit remote locations. An outdoor enthusiast, he can be found hiking, canoeing, and fishing with his wife, two sons, and two dogs.
Education
B.S. Molecular Biology, University of Wisconsin – Madison