Increasing enrollment and awareness to place more students in high-paying jobs.
CASE STUDY:
William D. Ford Career- Technical Center
JaCinda Sumara
Executive Director of Technology and Innovation
Wayne-Westland Community Schools
Success in enrollment and co-op programs hinges on a deep commitment to student growth, a passion for fostering partnerships, and an unwavering dedication to educational excellence. Amanda’s innovative marketing around strategic enrollment, highlighting these tenets, enabled the William D. Ford Career-Technical Center to increase our enrollment by 85% in just two years.
THE OPPORTUNITY
Having faced numerous leadership turnovers in previous years, combined with decreasing enrollment, Principal JaCinda Sumara approached Dr. Amanda Holdsworth for assistance with enrollment marketing for the William D. Ford Career-Technical Center.
Having started in her new role in mid-September, Sumara was tasked with increasing brand awareness of the Center, improving relationships with referring districts, and increasing enrollment.
04.
STRATEGIC COMMUNICATIONS
We left the Center's team with recommendations for strategic communications and marketing efforts moving forward, while also supporting their intial PR needs.
03.
CREATIVE DEVELOPMENT
We then created a lead magnet, splash page, lead generation funnel, course catalog, and other marketing materials featuring the new photos and targeted brand messaging.
02.
PHOTOGRAPHY
Conducted during our onsite research, in one day, Derek Cookson captured photos from all 20 career and techical education (CTE) programs at the Center.
01.
RESEARCH
We conducted onsite interviews with staff, students, and teachers.
In addition, we conducted a digital media and PR audit for brand perception analysis.
OUR APPROACH
THE RESULTS
85% increase in enrollment in only two years
Interview on nationally-recognized American Consortium for Equity in Education podcast
Featured interview in Psychology Today about the benefits of CTE
NBC Detroit evening news story
