BUILDING A STRONGER MESSAGE FOR HIGHER EDUCATIONCase Study
Delaware County Community College faced many of the same challenges as other community colleges across the country: a declining high school-aged population, increased competition from for-profit schools, and stagnant public funding.
To combat declining enrollment, OneMagnify was charged with creating an integrated brand campaign that would boost awareness of the school and extend its promise to prospective students from many walks of life.
Our first campaign centered on a single word: THINK. Advertising appeared on billboards and bus wraps, on Internet radio and in TV spots. In language and look, the campaign was designed to elevate the perception of community college closer to that of a four-year institution. All talent was recruited from students and staff, and all production occurred on the College’s main campus. The campaign went from production to in-market within three months.
A second campaign positioned Delaware County Community College as the leading area resource for educating and training people for careers in the high-technology manufacturing sector by targeting underemployed and unemployed working adults, veterans and returning veterans.
Another campaign connected with high school students and their parents, bringing attention to the Dual-Enrollment program as part of the College’s overall effort to increase future enrollment.
The outcome was an optimized communication package which achieved the following results:
Unique web visitors
for first flight of THINK campaign
Results increase from
first to second campaign flight
Awareness of the college