Consortia, Districts, and Other College Systems - MARKETING FOR GROUPS: Interact News Center
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MARKETING FOR GROUPS: Consortia, Districts, and Other College Systems
Stronger
Together.
Group marketing For college consortia, For enrollment-minded
is about more than especially, group marketing departments looking to
affords an auspicious boost the bottom line, the
pooling resources
opportunity to “hunt as a team approach has proven
and saving money.
pack.” Consolidated branding to be a win-win. Interact has
It’s about employing
makes individual colleges guided college and career
a unified message loom larger—more visible, ed systems to success in
and strategy to and to a prospective student California, Texas, Michigan,
expand the group’s or supporter, more legit. Mississippi, and Hawaiʻi…
reach and amplify Meanwhile, the group’s Let’s do this, together.
its voice. increased power in negotiating
media buys renders campaign
efforts more efficient.
RANCHO SANTIAGO ADULT EDUCATION CONSORTIUM
An Echo through the Canyon: Spreading the Word on Noncredit
Since its inception, the Rancho Santiago Adult Education Consortium has served tens of thousands of community
members with adult education as it operated quietly as a critical coordinator of adult education in Orange County.
With Interact’s help, it was time to crank up the volume.
Interact & RSAEC at Work…
Research: Explored enrollment trends and prior outreach efforts and held a kickoff retreat with faculty,
staff, administrators, and students. During this time, Interact and the Rancho Santiago Adult Education
Consortium team analyzed data and identified marketing opportunities.
Strategy: Developed a custom marketing plan, style guide, and messaging recommendations
to amplify opportunities offered by the consortium within its communities. Provided media
buying services.
Creative: Employed highly successful, sector-focused campaigns across digital, radio, outdoor,
and direct-mail platforms. Developed YouTube content and direct-to-stakeholder public relations
materials. Provided custom photography.
Message Received.
With Interact’s support, the Rancho Santiago Adult Education consortium has set a tone for success. Interact assisted
the Consortium in developing a dynamic new look, message, and attitude. We’re proud to continue
working with RSAEC to echo that success going forward.
NORTH ORANGE COUNTY REGIONAL CONSORTIUM
FOR ADULT EDUCATION (NOCRC)
How to Empower a Wallflower: Finding a Voice
for Orange County Adult Education
Serving nearly 1 million adult learners in California’s most expensive county, the North Orange County Regional
consortium (NOCRC) is all about connecting people and creating opportunities. With its focus squarely on the
mission at hand, the Consortium hadn’t tackled how to promote that mission in the community and tell its life-
changing stories through marketing and public relations efforts.
Interact helped to amplify the many successes of NOCRC through a variety of successful and creative approaches.
Interact & NOCRC at Work…
Research: Collaborated with department heads from each noncredit sector to determine priorities,
identify opportunities, and share data in regard to adult education outreach.
Strategy: Created a custom NOCRC style guide and provided research-driven recommendations
regarding communications planning, messaging arcs, and strategic alignment with existing state
and regional branding.
Creative: Wrote and designed branded materials for cross-platform communications campaigns.
Developed ads, brochures, flyers, and templates targeting prospects, educators, and external
stakeholders.
Newsletters & Public Relations: Identified success stories about NOCRC students and programs
and produced engaging print articles and video features in support of NOCRC’s noncredit programs.
Developed a News Center to strengthen the consortium’s online presence.
Celebrating Success…
Interact’s work with NOCRC helped to boost awareness of adult education offerings in North Orange County. The
ensuing campaign materials showcased the power and potential of adult education in Orange County and helped
spread the successes of the consortium’s programs, faculty, and students.
ORANGE COUNTY COMMUNITY COLLEGES
A Match Made in Southern California
Orange County’s nine community colleges needed a way to bring clarity and consistency to their marketing efforts
as they sought to evolve the perception of career education in the region. Interact was honored to answer the call.
Starting with the communications preferences of its real students, and continuing with in-depth research with all
relevant stakeholder groups, Interact worked with the Los Angeles Orange County Regional Consortium to produce
custom, research-driven branding and messaging to bolster community awareness and interest. The “Future BUILT”
brand gave confident voice to the often overlooked career education sector.
Interact & Orange County Career Education at Work…
Research: Combined qualitative and quantitative research to inform a dynamic and lasting
branding concept.
Strategy: Created and implemented a custom marketing plan based on real student preferences.
Targeted prospects with paid media and social media retargeting via YouTube, Facebook, and
Instagram. Researched, placed, and measured more than $1.5M in paid media across multiple digital
and traditional platforms.
Creative: Delivered a complete, multi-platform launch campaign in support of the “Future BUILT”
brand, including web, digital, social, radio, email, over-the-top (OTT), billboards, and cable television.
A Brand Built for the Future
“Interact Communications has played an important role in the success of the Orange County Community Colleges
Workforce Initiative. They crafted a highly effective campaign to increase awareness of career education programs,
as well as enrollment at our local community colleges. Interact’s expertise and experience make them an ideal
partner for any community college in need of marketing services.”
— Gustavo Chamorro, Ed.D., Orange County Director for the LAOCRC
Email: chamorro_gustavo@rsccd.edu // Phone: 714-564-5521
INLAND EMPIRE/DESERT REGIONAL CONSORTIUM
An Idea… An Identity
With career education carrying the weight for community support in California’s two-year college systems, the
Inland Empire/Desert Regional Consortium (IEDRC) of 12 community colleges needed a proud, proactive plan.
The IEDRC built its new identity on a foundation of incisive community insight, leveraging data from key stakeholders
to inform a marketing philosophy focused on the region’s critical, immediate needs.
Interact & IEDRC at Work…
Research: Explored true community/stakeholder/ student attitudes, expectations, and media
consumption habits, using qualitative and quantitative methodology.
Strategy: Designed and implemented a streamlined, data-driven marketing plan to set the tone for
broader, ongoing efforts. Leveraged paid media and social media retargeting to deliver customized
messages and promote engagement.
Creative: Created vivid, unique marketing materials to embody the IEDRC’s new brand philosophy
and encourage engagement. Established a cool and comprehensive online hub for career education
opportunities at IEDRC’s 12 institutions.
Year One Campaign Results:
11,800,000 impressions // 86,000 website visits // 1,500 application clicks
Exceeding Expectations and Getting Results
“Their work has been extremely creative, efficient, and has consistently exceeded expectations.
Best of all, the work has resulted in results for our region and our college.”
— Ashley Etchison, Director of Strategic Communications & Marketing,
Strong Workforce Program at Inland Empire/Desert Regional Consortium
Email: ashley.etchison@norcocollege.edu // Phone: 951-372-7086
MICHIGAN COMMUNITY COLLEGE ASSOCIATION
Together, We’ve Got This.
The Michigan Community College Association (MCCA), which oversees the 28 community and technical colleges
in Michigan, needed a way to bolster its overall brand without diluting the messaging of the individual colleges.
Interact created a brand, campaign, and website that tied the 28 member colleges together while allowing them to
retain their independence and individuality in their communications.
The “You’ve Got This” brand was well received by the individual college leadership, as well as state administrators.
Upon acceptance, the brand was rolled out to each of the 28 member colleges, complete with messaging treatments
showing creative vision for the brand launch.
Interact & Michigan Community College Association at Work…
Research: Conducted quantitative and qualitative research throughout the state, resulting in the
development of the “You’ve Got This” brand.
Strategy: Developed digital, web, and print campaign designed to increase awareness of statewide
initiative and brand and drive traffic to the initiative’s website.
Creative: Designed brand visuals and website. Produced comprehensive print and digital collateral
for statewide implementation.
“You’ve Got This”
“The campaign generated more than 600,000,000 impressions, and 22,000 clicks on social media ads, which led
to more than 40,000 unique web views for the campaign website. We were very pleased with Interact’s service,
vision, and implementation of the campaign, particularly given the challenges of working individually with our
colleges and the available resources to run the campaign.”
—Adriana R. Phelan, Ph.D, Vice President,
Michigan Community College Association
Email: aphelan@mcca.org // Phone: 734-764-3779UNIVERSITY OF HAWAI’I COMMUNITY COLLEGES
The Wisdom of Self-Reflection
Socrates once said “Know Thyself”—and for a community college looking for ways to connect with prospective
students, it’s great advice. The University of Hawai’i community college system joined Interact’s Media Preferences
survey in 2012, seeking to identify the precise messages, media, and platforms most effective in driving inquiry and
enrollment. Seven years later, armed with more than a dozen semesters of collected data, it was time for the system
to start turning prospects into college students.
Paid Media in Paradise
An essential driver of opportunity and prosperity in the state, the University of Hawai’i Community Colleges enjoy a
high level of awareness among islanders. But with prospects getting younger and more web savvy, it was important
for the system to keep current with its evolving community.
Using data mined from seven years of Media Preferences survey results, Interact and the University of Hawai’i
Community Colleges hatched a digital marketing plan, including pay-per-click, YouTube, geofencing, and social
media—new territory for the system. Now in its second year, the campaign has driven more than one million
impressions and thousands of phone, web, and in-person inquiries.
Interact & Hawai’i’s Community Colleges at Work…
Research: Aggregated 13 semesters of media preference data through seven years of work with the
client, through the Interact Media Preferences Survey.
Strategy: Planned and executed a multi-platform digital campaign, leveraging YouTube, Snapchat,
Instagram, and Facebook to exceed campaign goals.
Creative: Delivered a fast, focused creative campaign, including 90 total digital and video pieces.
Making Big Waves
“Interact is the catalyst that sparked new energy into our tired and traditional marketing plan. We wanted something
new and exciting that would build awareness of our programs, and Interact delivered in a big way. Because of
Interact’s understanding and experience of working with large district and system offices, the process of gaining
consensus and collaboration amongst member institutions was easy. Interact would make an excellent partner for
any college or system office seeking marketing services.”
—Susan Lee, Director of Marketing and Communications,
University of Hawai’i Community College System
Email: susanlee@hawaii.edu // Phone: 808-956-5852TEXAS CAREER AND TECHNICAL EDUCATION
Sharing an Authentic Message: Branding Texas’s Career
and Technical Education Programs
The Texas Higher Education Board (HEB) wanted to put career and technical education front and center in the minds
of legislators, residents, and potential students. It was looking for a brand that would resonate with the public and tie
the CTE programs together, across colleges and across the state.
Interact & Texas Career and Technical Education at Work…
Research: Performed statewide quantitative and qualitative brand research with the state’s 100+
colleges and technical programs, high school students, and the working adult population.
Strategy: Developed the “TEXASgenuine” brand to give CTE programs the opportunity to come
out from behind the transfer function of most colleges and show its true economic strength. Used a
“campaign in a box” marketing approach so individual colleges and programs could customize their
marketing materials.
Creative: Interact photographers traveled the state, gathering signature images throughout
the regions as well as shots of individuals, representing the diversity of Texas’s colleges. Interact
videographers shot one-minute program videos to highlight program clusters, which could be as online
assets by colleges on their own websites, or as television commercials to highlight program areas.
Web Development: Created a comprehensive website that allowed potential students to pick a
college by program, region, or job interest, and be directed into individual college CTE web areas.
Managed an online marketing plan to drive students to the new website and onto college sites.
Spreading Texas Pride
The “TEXASgenuine” brand immediately resonated with the state upon its rollout and put CTE in the spotlight. The
Texas HEB was so pleased with the brand and the collaterals created by Interact, they made ongoing Perkins funding
of colleges dependent on their use of the state brand.Ready to Move?
Interact wants to work with you.
Put our two decades of experience in marketing college systems to work!
Contact Us
608.781.8495
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