Houston City College Increases Enrollment and Brand Awareness in Houston
Houston City College sought to reverse declining enrollment, unify its brand, and modernize student recruitment across one of the nation’s largest community college systems. Outreach Strategists led a research-driven marketing and advertising strategy that created a consistent college-wide campaign platform while supporting program-level recruitment.
Student recruitment campaign promoting career pathways at Houston City College.
Stakeholder research report informing campaign strategy and messaging.
Student recruitment campaign promoting career pathways at Houston City College.
Stakeholder research report informing campaign strategy and messaging.
Results
477 M paid media impressions in the first year.
9.4% enrollment increase (Fall 2024 vs. Fall 2023).
485% increase in website views among prospective students.
629% increase in completed applications and payments.
Program recruitment ads supporting targeted enrollment initiatives.
Out-of-home advertising expanding college visibility across Houston.
Strategy
Conducted audience research, stakeholder interviews, and competitive analysis across higher education markets Unified the institution under a consistent “One College” brand approach Developed the culturally relevant Real World Education campaign featuring real students Produced integrated creative across TV, digital, radio, print, photography, and out-of-home media Expanded into program-specific recruitment with the Move Your Future Forward campaign
Impact
Strengthened institutional reputation, re-energized enrollment growth, and positioned Houston City College as a leading pathway to workforce opportunity and higher education in Houston.
State of the College 2026 event supporting stakeholder engagement and institutional visibility.
Branding
Advertising and Marketing
Research and Strategy
