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An excellent school suffered from a common perception—that community colleges can't offer the same quality education as more venerable four-year colleges. Previous marketing efforts had presented the typical students as somewhat clueless.
To counter the image of Hudson Valley
as a place for students who couldn't get into—or afford—colleges with better reputations and higher profiles. To increase attendance at admissions events, increase applications and enrollment.
To position Hudson Valley as a premier learning resource, as a great place to start on a career path, or a career, we created a long running campaign built on the positioning line, “Directions for life.”
• Increased enrollment by 32%, from 9,227 to 12,205

• Increased applications by 39%

• Increased attendance at admissions events by 50%

• Moved perception of the college to the top of all colleges in the region, gaining a 53 percent higher score than the next nearest college in a market survey

• Developed a unified brand structure under the tagline, “Directions for Life,” and integrated it successfully into all aspects of marketing communications

• Won the Gold Award for Total Advertising Campaign three years in a row, including Best of Show, in the Admissions Marketing Report in national Admissions Marketing Awards Annual awards competition