New positioning and a new recruiting campaign helped this Ohio college boost enrollment 20% in two years 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 began rolling out in the summer of 2014, including radio spots, billboards, as well as digital and print advertising – all designed, written, and created by the Sanger & Eby team.
Clark State Community College was one of only three colleges and universities in the state of Ohio to experience increased enrollment in the campaign’s initial year, and enrollment has increased 20% in two years. Clark State has also seen its graduation rate skyrocket since its re-positioning and recruiting campaign – by 77%.
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