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.

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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.

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.

Branding

Advertising and Marketing

Research and Strategy