Richard A. Hesel

Rick Hesel

phone: 410 377-7880 x13

Rick Hesel has worked as a marketing consultant to higher education since 1976. His experience covers almost every aspect of institutional advancement including: recruitment; financial aid; development; curriculum development; student life; media and public relations; corporate and government relations; physical plant planning; alumni and parent relations; as well as communications and publications. Always an innovator, Rick supervised the first large-scale uses of survey research and strategic planning in student recruitment and fundraising. He also pioneered the development of a sophisticated analytical tool that uses econometrics to model student choice and maximize the cost-effectiveness of financial aid expenditures.


  • A.B., Woodrow Wilson School of Public and International Affairs, Princeton University

More About Rick

Rick began his career on the administrative staff of Princeton University, where his first job required him to complete assignments in admissions, financial aid, public affairs, communications, media relations, annual giving, and alumni relations. Early in his career he was also an annual giving agent and president of his Princeton undergraduate class, perhaps all the more notable given that he was the first male in his family to attend college. Although he didn’t realize it at the time, this experience provided ideal preparation for a consulting career. After seven years at Princeton, Rick became a Vice President of the New York City office of the Barton-Gillet Company, then the leading market consulting firm to higher education. He became a founding partner of Art & Science Group in 1993.

Rick has been a pacesetter in higher education marketing and the development of the firm. He was among the first practitioners of market research and strategic planning in student recruitment and fundraising and pioneered the development of predictive modeling of student choice. He invented studentPoll, and then forged the firm’s collaboration with the College Board to jointly publish this national research newsletter. Not surprisingly, he is also highly valued as a strategic and tactical advisor to college and university presidents, boards, and other senior administrators.

More recently, Rick has focused his energy and talents on international projects. Under the sponsorship of the U.S. Embassy in Prague, the Fulbright Commission, and the U.S. Department of State, Rick conducted seminars and workshops on branding and marketing for the rectors and vice-rectors leading universities in the Czech Republic. He is leading several initiatives in China with Tsinghua University, the State Administration of Foreign Experts Affairs, and the Shenhua Energy Group. Rick is the President of the North American operations of the CNA-USA University-School Alliance. The Alliance’s primary goal is to advance the enrollment and strategic interests of member US colleges and universities in China.

Rick’s high-energy personality, intellectual versatility, and creative thinking find many expressions outside his professional life. He’s a jazz guitarist, a devotee of Beethoven string quartets; a lifelong long distance runner; a recent convert to recumbent bicycling; and an outspoken critic of conspicuous consumption.