Workforce Pell expands access.
We help community colleges turn that opportunity into enrollment.
Mary Coyne Marketing Communications brings decades of higher education experience, audience strategy and campaign execution to support internal MarCom teams and build enrollment in short-term workforce programs.
Short-term programs require a more focused enrollment strategy.
The recruitment window is shorter, the audience is more specific and the path to enrollment must be clear. Colleges need to reach the right prospective students, communicate the value of the program and move them from initial interest to the first day of class.
Experienced support from strategy through execution.
MCMC works as an extension of college marketing and enrollment teams, providing the strategy and execution needed to move priority workforce programs into market without creating another disconnected initiative. Our senior-level team provides internal teams the support needed to launch incremental campaigns while focusing on existing initiatives.
Audience and Market Research
01
Build focused media plans designed around the college’s service area, priority audiences, program timing and available budget.
Program Positioning and Messaging
02
Identify prospective-student segments, regional opportunities, motivations and barriers using available data, market intelligence and stakeholder input.
Clear Path to Enrollment
03
Translate program features, employer demand and career opportunities into messaging that is accurate, relevant and easy for prospective students to understand.
Campaign Strategy and Creative
04
Develop the campaign concept, content and creative assets needed across digital, social, email, print and other appropriate channels.
Digital Media and Audience Targeting
05
Create a designated path from initial campaign touchpoints to inquiry, application, financial-aid information and enrollment follow-up.
Campaign Measurement and Optimizations
06
Track meaningful activity across the enrollment path and use the results to strengthen messaging, targeting and future campaign decisions.
Experienced support without
unnecessary layers.
MCMC brings extensive experience in higher education, public-sector communications, research, integrated marketing and reputation-sensitive work. Our clients work directly with senior-level professionals who understand both the strategic considerations and the practical demands of execution.
Experienced team members develop the strategy and remain directly involved in the work.
Senior-level team
We understand complex stakeholder environments—and how to build enrollment through communications that are clear, credible and grounded in what the institution can deliver.
Higher-education experience
Research, messaging, creative, media strategy and measurement can be brought together under one coordinated approach.
Integrated capabilities
Start a Conversation.
Your workforce programs move people forward. Your enrollment strategy should do the same.
Whether you are preparing to market a Workforce Pell–eligible program or strengthening short-term workforce enrollment more broadly, MCMC can help shape the strategy and carry it through execution.
Mary Coyne Marketing Communications, LLC