Finish What You Started

Education / Workforce Development

Results

Since 2014 rebrand, applications have been up every semester year-over-year except two. Nine of eleven semesters have shown application increases, which means interest in MTC has increased and marketing is working.

Objective

If MTC retained half of its second-semester students, the college could produce record enrollment numbers. Therefore we are working to increase student retention.

Strategy

Appeal emotionally to the student population by encouraging them to keep going and to remind them of why they are on this path. Connect with them in ways to show how the College can help them be successful. Celebrate with them once their success is achieved.

Tactics

Targeting current students on each campus with experiential offerings worked in hand with direct mail, geofenced digital and retargeting efforts on the MyMTC portal.

Experiential Advertising

Our current students are a captive audience when on campus, so we used unexpected ways to surprise and delight them with messages of encouragement—sometimes in the least expected places—like a bathroom mirror.

Real Students. Real Stories.

Each of our campaign heroes attended Midlands Technical College—and they all allowed us to show the impact of doing things halfway—even if that meant shaving off half of your beard.