The higher education market is highly competitive, especially for two-year colleges and community colleges that compete with four-year universities for students. Additionally, community colleges battle the negative perception that they are the post-secondary destination of “last resort.”
Community colleges thrived during the economic recession as students who were struggling to pay for a four-year university or to find work looked to improve their academic and professional credentials. As the economy recovered, community colleges have had to get creative in their marketing to potential students. Our client approached Advance 360 to construct a strategy targeting a very specific audience of community college prospects — summer transient students.
The local community college was struggling to reach the summer transient students. These are students who live in the county, are eligible to take classes and have credits transferred back to their original institutions. In addition, the local community college wanted to reach the parents of children that are most likely to participate in summer classes.
The strategy that was created revolved primarily around three tactics to reach parents and students. First, targeting geographically, to focus on very specific locations where the likeliest audience exists. In this case, targets included six college campuses that would function like “feeder schools.” In social media, Advance 360 targeted students enrolled at schools nearest the community college and/or within a 40 mile radius of the city. Responsive Rich Media, or RRM, communicated the advantages of summer classes at the community college, in an engaging way.