When Thomas Edison State College came to us, they told us they wanted to increase applications by 15% in the first year, and increase enrollment by 30% over a five-year timeframe. These were ambitious goals considering the College had not experienced any lead or application growth in the prior three years.
In search of the brand idea that could reveal the uniqueness and value of the institution, we dove in, scouring traditional and competitive research. Key insights and inspiration were gained by interviewing adult learners, who made up the TESC student body, and attending graduation ceremonies. What we learned was that these students view earning their degree as more of a deeply personal life goal than simply a means of career advancement.
Armed with this knowledge, we created integrated, multi-media campaigns that centered on aspirational messages of personal achievement. These campaigns worked on two levels, first for the College as a whole and then tailored for each individual school. But all of the advertising tapped into the same emotional trigger, that immense amount of pride that comes to adults when they finally see their college diploma hanging on the wall.
Despite the handicap of a budget much smaller than TESC’s online mega-competitors, we made a huge impact. A record increase in applications was experienced the month of the campaign launch. The College saw a 35% increase in applications over the previous year and a 25% increase in enrollments. Most significantly, TESC reached their five-year enrollment goal in just 18 months.