Thomas Edison State College
Strategic insights lead to a record increase in applications.
Thomas Edison State College (TESC) is a largely on-line public institution of higher learning that allows adults to finish their college degrees in a flexible and affordable way.
They came to us after a three year period where they had not achieved any lead or application growth.
New Jersey City University
Higher Education
INSIGHT
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 much more than simply a means of career advancement. They see it as a deeply personal life goal.
SOLUTION
We created integrated, multi-media campaigns that centered around 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.
RESULTS
The campaign 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 goals in just 18 months.
