Learn how we navigated marketing in 2020

Like most county colleges in the area, Union County College enrollment was declining as a result of population trends, a healthy economy, and also the unjustified stigma felt by most excellent 2-year schools.

To focus the budget, most actionable marketing was centered around key enrollment periods. As a result, there was little consistent brand building throughout the year.

Through research and student interviews, we noticed that faculty were mentioned over and over again as the #1 differentiating factor of Union County College. In addition, 96.5% of graduates reported that they accomplished their primary objective by attending Union County College.

SGW recommended a campaign designed to strike an emotional chord with the
audience.

In order to identify possible areas for improvement, our customer experience team reviewed the user journey from initial response, to enrollment. Once identified, SGW worked closely with the recruitment office to correct areas where the student journey stalled on the way to enrollment. As we augmented the process, the number of enrollment completions increased significantly.