Founded in 1920, the Hartnell College has been educating Salinas Valley citizens for nearly 90 years. They are a school dedicated to helping others reach their goals, yet there was a time when they struggled to reach their own.

Problem //

A school depends largely upon enrollment for funding, from both private and public sources. However, the college was missing enrollment targets by 18%. They knew they needed a fresh approach that could rejuvenate community involvement and increase enrollment.

Solution //

TMD and its staff sprang into action. Our strategy involved three phases. The first phase was to become personally acquainted with the school, its mission, and staff. We did this by interviewing members of the administration and gathering information from staff. Second, we used this information to create a set of 10 questions that we presented to focus groups which represented the community and the target market. Third, we analyzed the data from these focus group sessions and developed a marketing strategy that included TMD producing material for print, television and radio. Using testimonials from students, we promoted a message that resonated with the target market. Enrolling students were given signs to display in their front yard, provoking a grassroots movement that spread throughout the community.

Results //

With community involvement and awareness soaring, enrollment jumped by 20%, surpassing the enrollment goals that Hartnell College had set. (For more information please visit their portfolio page.)