Fulton-Montgomery Community College (FMCC) is a small rural community college in a New York region impacted by poverty and a rapidly changing local economy. In 2021, FMCC created a new department to meld workforce development within all areas of its campus community. The department assumed responsibility for campus-wide marketing and communications and led the college through an adult learner-focused rebrand.
Lessons Learned
- Centralizing marketing efforts within a single department brought together personnel from faculty and advisor roles and broke down silos between college departments.
- Proactively building partnerships can support marketing-driven enrollment growth in programs that include significant on-the-job training.
- Calculating the return on investment of rebranding makes the case for the change, demonstrates campaign impact beyond enrollment numbers, and supports responsible budgeting.
Implementation Tips
Focus messaging on how college can fit into the adult learner’s life, connecting programs to career options. Include information about local wages, program length, and opportunities to access financial support.
Show diverse adult learners in your visuals, and include testimonials from students, employers, faculty, and staff.
Streamline website navigation and include calls to action throughout the website. Integrate specific academic program advertising into your general career-focused ad campaigns.
Outcomes
19%
Increase in enrollment from Fall 2021 to Fall 2022
Next Steps
- Implement FMCC’s revised adult-focused strategic enrollment management plan.
- Secure funds to hire more success coaches and adult learner-focused advisors.
- Build relationships with community organizations serving the local Hispanic/Latinx population.
