Finding the Harrison Difference to connect with prospective students
Harrison College initially approached us with an endeavor to widen their audience. Formerly Indiana Business College, Harrison traditionally offered certificate and associate degree programs. As they rebranded to Harrison and expand their programs, we stepped in to help target future students seeking bachelor's degrees. Through comprehensive brand and audience research, the relationship grew from simply expanding the audience reach to revitalizing the brand, now showcasing The Harrison Difference.
Over the past three years, we've partnered with Harrison's marketing and communications team to refine the brand's look, evolve the messaging to highlight their dedication to helping students, launch a new site and run many campaigns to grow their presence and enrollment in Indiana and North Carolina.
Our partnership has evolved from website testing and ongoing creative updates to paid and organic content strategy. While we focus on cross-channel efforts, web has become the primary channel for both lead generation and enrollment for Harrison. Through refined messaging and improved UX, we were able to improve the quality of traffic visiting Harrison.edu.
In addition to reaching new audiences, Harrison was challenged with boosting morale internally and getting buy-in for the new brand direction. Through the Blueprint series, Harrison has been able to grow tremendous pride around The Harrison Difference.
Shifting brands from Indiana Business College—an institution with more than 100 years of history—to Harrison College and expanding programs called for a push in brand awareness. Billboard and radio ads quickly and effectively informed Hoosiers about Harrison's new brand and offerings.
The site rebuild was at the core of Harrison's brand evolution. Using student-focused messaging and imagery, we placed students' needs at the center of this site to convey the phenomenal support Harrison offers from enrollment all the way to graduation. The website has become the leading source for refined leads and new students.