EDUCATION » Higher Education

Case Studies

Capital Community College – Hartford, Connecticut

Project:
Grassroots, direct marketing campaign to boost Latino enrollment.

Capital Community College, located in the inner city of Hartford, Connecticut, needed to increase its Latino student population to 25% of the school’s overall total enrollment to qualify for a $3 million Federal grant.

First Experience Communications proactively formed alliances with more than 50 local influential Latino leaders, organizations and media to generate support and commitment within their Latino community for this golden opportunity. An interview team went to the campus to talk with identified Latino students and capture their success stories and comments to include in promotional material. FEC’s creative team developed a brochure in both Spanish and English that focused on the opportunities community colleges offered, available financial aid and highlighted student success stories. A letter from the college president was written to directly ask for support from the Latino “influencers” who had been contacted to determine the quantity of brochures they would need for distribution. Brochures were personally delivered with the president’s letter to members of over 50 different local Latino organizations. This grassroots approach helped the college form relationships with the leaders in the Hispanic community for long-term benefits, increase its Latino student population to 25% of the school’s overall total enrollment and qualify for the $3 million grant.