A key challenge facing MCCC was a changing student audience landscape. The college’s audience could no longer be simply categorized as either traditional full-time learners or part-time adult learners. Understanding this changing landscape became vital for student recruitment and retention success.
In addition, the PHO conducted primary market research sessions with stakeholders from MCCC’s enrollment services, student services, institutional research, marketing, and IT units as well as with students.
After identification of the priority student audience segments, PHO developed associated marketing personas for each. These personas were then used to influence marketing and media planning, marketing collateral development, as well as optimization of student services.