To support the preparation of the college’s annual media plan, Annodyne conducted an in-depth analysis of the following:

• Geographic densities of the college’s student population
• Enrolled student yields from area high schools
• Area travel corridors and mass transit routes
• Area billboard locations
• Neighborhood tracts in Montgomery County with households that fit the demographic profile of both traditional and adult learners at MCCC, based on the following attributes:
  • Age
  • Household income
  • Highest level of educational attainment
• Hispanic and Asian household concentrations

Among the key findings from this analysis was that one of the largest geographic clusters of its students was an area that had not been historically targeted for media placement or recruitment events. Additionally, a correlation between certain travel corridors and the college’s out-of-county student population was identified.