Briarcliffe College

Briarcliffe College needed to brand themselves as a leading school for career-oriented education.  In addition, marketing initiatives needed to generate qualified leads for enrollment.  In response to these needs, EGC used our proprietary method of ActivBranding to develop a campaign that could achieve both objectives.

EGC started by conducting research with both students who had enrolled and those who had not, in order to understand what drove enrollment.  This research led EGC to recommend different messaging tactics to appeal to adults than messaging recommended for high school seniors.  To connect with adults, EGC designed a mock classified ad to run in the help-wanted section of newspapers. Each ad consisted of a description of a Briarcliffe program, reinforcing that a Briarcliffe education can lead to the career the reader was seeking. This creative was also carried through to a direct mail campaign which was mailed to Long Islanders without a college education.  Ultimately, both tactics helped Briarcliffe connect to a number of leads interested in continuing education programs.

To reach high school students, EGC determined that marketing initiatives needed strong visuals to connect to the demographic. Print ads that showed students within Briarcliffe – in the library, in a computer lab, at the front entrance – were developed, depicting the students as being on the “road” or “track” to success. The creative reinforced the message that Briarcliffe College is a springboard to career and personal growth. To truly connect with the younger demographic, EGC also recommended a texting call to action.   Like the campaign to adults, this campaign delivered a strong database of leads for Briarcliffe.