Nassau Community College:
Take Control
The Story:
Never underestimate the power of perception. In reality, Nassau Community College is a two-year institution that offers affordable tuition and a nationwide reputation for ease of transferability to four-year universities. However, during a series of discovery sessions prior to the launch of NCC’s fall enrollment marketing campaign, Furman Roth learned prospective and current students regarded NCC as little more than “13th grade” with “no sense of community.” Turning challenge into opportunity, NCC’s antiquated look, feel, and tone became kindling, making way for the introduction of Furman Roth’s branding refresh and revitalized marketing strategies that have reversed perceptions and increased recruitment.
The Brand:
Building on the momentum of a revamped brand, Furman Roth replaced antiquated media plans with limited trackability with a more modernized, scalable strategy, including running content across digital display networks, social platforms, custom video channels, streaming audio apps, and paid search. Throughout the campaign, each element was carefully monitored, analyzed, and optimized from first-click to conversion via individual landing pages designed for lead capture.
The Outcome:
Leveraging revitalized branding and the most contemporary digital marketing elements available, Furman Roth reached qualified audiences from all sides and at key times during recruitment. As a result, Nassau Community College continues to broaden its appeal in a crowded and competitive market and effectively communicate the ROI of its marketing outreach to senior leadership and the board of trustees at the college.
64%
Increase in Traffic
14%
Increase in Matriculates
Million Impressions