Middlesex Community College

MxCC sought the assistance of CERC to develop a marketing communications plan to build awareness for its programs and services, inspire growth, increase enrollment and to launch its precision manufacturing program and laboratory. MxCC would need a marketing communications plan that would target well defined groups such as individuals seeking to further their education, area organizations and multipliers. It would need to update and possibly create new collateral pieces and revamp their existing web site.

Description:

Founded in 1966, Middlesex Community College, sits on a 38-acre campus, which overlooks the scenic Connecticut River and the city of Middletown. MxCC, as it's commonly known, is conveniently located in central Connecticut and is easily accessible via major interstates. It offers associate degree programs in preparation for transfer to four-year institutions, as well as occupationally oriented associate degree and certificate programs. Short-term, non-credit courses, seminars and workshops, as well as targeted student services also help satisfy community and personal enrichment needs.

Issues:

An in depth analysis revealed that MxCC was not without obstacles. In addition to a resounding lack of awareness, there were the negative public perceptions of community colleges in general. MxCC also felt the pressures of having limited funding and competition. MxCC needed to develop a way to market itself and its programs and services to students and organizations.

Deliverables:

CERC met with MxCC representatives in a brainstorming session to identify the target market and examine the goals and objectives of MxCC. A marketing communications plan was developed.

Outcomes:

The final plan was presented and well received by Middlesex Community College, which has already begun acting on the recommendations in an effort to increase enrollment and awareness for its programs and services.