Enrollment had been declining for 7 straight years when ESCC decided to enlist the expertise of a marketing firm in 2017. From a group of applicants, KMA was selected as agency of record with big expectations of enhancing the College’s image and growing enrollment through contemporary marketing solutions.
We partnered with their PR Director listening to students, staff and high school guidance counselors to understand their current image. We uncovered a quality product hidden beneath a dated image. We shared their stories through new digital mediums and leveraged the exploding growth of video with new :15 and 30-second YouTube and Facebook spots. Messaging and promotional programs included:
- Outreach to parents as student influencers
- Snapchat filters to spread student pride
- Geotargeted high school campuses to increase dual-enrollment
- WAZE, Pandora and Spotify digital radio to reach youth
- Redesigned website for easier user experience and registration
After starting our work in April, we quickly ended their decline delivering 20% enrollment growth for the summer semester. We’ve worked closely with our client’s Marketing and PR Department supporting their efforts with new website landing pages and increasing student applications. At the time of this case study (Mar 2020), ESCC has experienced 8 straight semesters of enrollment growth, and set of goal of 2,000 students for Sep 2020. Check back to see how we do!