Work

SUNY Westchester Community College

SUNY Westchester Community College (SUNY WCC), one of the largest and most diverse institutions in the State University of New York system, serves a broad community of learners with a mission centered on access, opportunity, and academic excellence. As a dynamic institution offering a wide range of programs and student services, SUNY WCC needed a solution that could better support its evolving goals and the expectations of today’s learners. This case study explores how we partnered with the college to understand its unique challenges, align with its institutional vision, and deliver an outcome that strengthens engagement and enhances the overall experience for students, faculty, and the wider community.

Services

Media Strategy, Planning + Buying

Metrics Reporting + Analysis

Print + Digital Ad Design

Video

PROJECT INFO

Challenge

While SUNY WCC’s overarching marketing goal is to strengthen the college’s brand and drive overall registration and enrollment, the institution also faced the need to promote individual courses to highly specific target audiences. Balancing broad, institution-wide messaging with tailored outreach for niche programs created a strategic challenge: how to maintain a cohesive brand identity while effectively reaching and converting specialized learner segments.

Solution

To support SUNY WCC’s evolving marketing goals, our team implemented a strategic, data-driven media approach designed to engage prospective students, parents, and adult learners with precision. Every recommendation was shaped by historical campaign performance, in-depth reporting, and our team’s comprehensive understanding of the higher-education landscape, including competitor behavior and emerging media trends. As the media mix continues shifting toward digital channels, we prioritized platforms that enable intentional, highly targeted audience segmentation and message delivery.

A dedicated portion of the budget was allocated to testing new activations, fostering continuous optimization and innovation. By orchestrating multiple touchpoints across channels and carefully managing reach and frequency, we delivered a cohesive and effective media presence. Updated creative—featuring SUNY WCC’s refreshed logo, branding, and timely, aspirational messaging—helped deepen relevance among specific audience groups and reinforce the college’s strengths.

These efforts have contributed to meaningful results: SUNY WCC is celebrating its sixth consecutive semester of enrollment growth, Fall 2025 registration is up 3% year-over-year, and Open House attendance has increased by 26% compared to 2023. Together, the media strategy and creative evolution continue to support the college’s momentum and amplify its impact across the region.

Campaign deliverables included SEM, paid social, mobile geofencing, IP addressable ads, digital banner ads, targeted print advertising, and student testimonial videos that brought the refreshed creative to life across channels, driving relevance and engagement.

Consecutive semesters of enrollment growth

Increase in year-over-year registration for Fall 2025

Increase in Open House attendance compared to 2023