North Carolina's First Community College
Despite the college’s historic presence, COA was grappling with a steady enrollment decline. The college had relied on an “all things to all people” messaging strategy for many years – an approach that wasn’t reflective of the outstanding educational value that COA offers to students, families and businesses throughout the college’s diverse service areas.
A New Brand Promise
Together with COA, VisionPoint created a compelling brand promise powerful enough to become the cornerstone of the college’s first ever brand-driven integrated marketing plan.
Making a Tranformative Difference
The brand centers around the idea of COA being a catalyst. Every COA student has a spark of potential within them. It’s the educational experience at COA, led by faculty staff who are mentors and champions, that is the catalyst for bringing that internal spark to life.
A Brand-Driven Enrollment Marketing Strategy
To deliver COA's new brand message to audiences across the College's seven-county service area, VisionPoint and COA developed a multi-channel marketing plan to nurture prospective students’ engagement with the college.
Investing in Community
At the foundation of the marketing plan are five strategies that build top-of-mind awareness, strengthen connections with area high schools and promote COA’s transformational potential.
The Possibilities are Endless
The new messaging is elevating the perception of COA’s mission and motivating target audiences to engage with the college more widely and more passionately than ever before.