Case Study:
Boosting Awareness, Enrollment, & Reputation for a New York Community College

The truth is, community colleges still carry a stigma. Too often, they’re underestimated or overlooked. But with ambitious plans, exceptional offerings, and undeniable momentum, Hudson Valley Community College was poised to flip the narrative.
This is how we did it.

However, it’s one of several community colleges within the State University of New York (SUNY) system, and, located in Troy, it’s surrounded by both private colleges and other SUNY schools. As its agency of record, we were tasked with helping HVCC stand out.

Our work thus far spans media campaign execution; enrollment strategy; creative services, including print, photography, and video; thought leadership and reputation management; and brand messaging.

Powerful Branding, Literally.
For years, HVCC used taglines like “The Smart Choice” and “Be Bold. Be a Viking.” Both still hold weight in the market, but after in-depth interviews, discussions, and research, it became clear that the College needed to step forward with even more confidence.

HVCC isn’t just a smart choice—it’s actually a power move. Graduate with the same degree for a fraction of the tuition? Transfer to a prestigious university after two years of saving money? That’s more power to you.

With this brand evolution came a refreshed creative identity: bold new messaging paired with updated fonts, colors, photography, video, and a suite of creative assets.

Boosting HVCC’s Reputation
Around the same time as the brand work, we partnered with HVCC leadership to strengthen the College’s reputation. Efforts included thought-leadership op-eds, sponsored content, and targeted e-blasts with outlets such as The Chronicle of Higher Education and Inside Higher Ed, ensuring HVCC’s story reached the right audiences on a national stage.

Nonstop Media
Now, the bulk of our ongoing work with HVCC involves media campaigns that drive enrollment, elevate HVCC’s brand, and strengthen its reputation. Take just one example: Open House campaigns. Ahead of these pivotal events, we deploy a robust media mix across the Albany-Schenectady-Troy DMA, directing prospective students to register.

For a recent Spring Open House, our integrated plan combined traditional channels—broadcast TV, radio, and high-visibility outdoor—with an expanded digital strategy, including Meta, programmatic display, TikTok, streaming platforms, and always-on paid search.

Every ad was built in lockstep with the new brand platform, driving to a custom landing page with event details and a registration form.

The Results