New positioning and full-scale recruiting campaign helped Clark State Community College boost enrollment at a time when enrollment at colleges across the state was declining.
As state funding criteria shift from an enrollment-based system to an outcome-based one, Clark State Community College needed an enhanced branding and enrollment campaign that would tell the College’s story in an effective and engaging way. This meant a refreshed brand and identity system that would appeal to identified target markets and provide the foundation for a new marketing and advertising campaign. Clark State engaged Sanger & Eby to develop its new brand and refresh its brand identity, as well as create marketing and advertising pieces, including a new college website.
Extensive research and competitive analysis, including focus groups with key target demographics, built the groundwork for positioning and branding. Branding entailed developing brand guidelines as well as a style guide: crucial components for controlling the integrity and continuity of the College’s brand. Rebranding included the redesign of Clark State’s main and supporting logos, including its athletic logo and mascot. Sanger & Eby also art directed and implemented custom photography.
Design had the unique task of reflecting both an academic look and feel as well as capturing the edgier voice of content and taglines, all developed by Sanger & Eby.
Site architecture was reorganized for a better user experience—with over 200 pages of content, intuitive structure organization was critical to a successful end result. Clark State’s website was designed to be fully responsive to reach the mobile-friendly college demographic.
The enrollment campaign included radio spots, billboards, street pole banners and digital and print advertising – all designed, written, and developed by the Sanger & Eby team.
Clark State Community College was one of only three colleges and universities to experience enrollment growth in the following year. Clark State also saw its graduation rate skyrocket since its repositioning and recruiting campaign – by 77%.
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