Grossmont-Cuyamaca Community College District – Seamless Academic Transfer

Challenge:

The path of attending community college is often viewed as the second choice or an undesirable option. Many potential students overlook the benefits community college offers, including high-quality instruction, small class sizes and affordability.

Grossmont-Cuyamaca Community College District brought on Nuffer, Smith, Tucker to develop a positioning platform to help the district communicate its benefits and overcome the "second choice" stigma, and to develop a student tabloid to be used as an enrollment outreach tool.

Using its proprietary planning process, NST developed and implemented a position strategy to help key audiences view Grossmont-Cuyamaca Community College District as offering a clear, seamless path toward a university degree. To build awareness of its academic transfer systems, NST also conceptualized, wrote and designed a four-page, two-color tabloid with topics including transfer programs, financial aid, student life, types and flexibility of courses, student letters and success stories, letter from the chancellor, overall benefits, and student service information.

Before implementation, the student tabloid’s content and design was tested with focus groups.

Results:

NST printed 10,000 student tabloid copies and mailed them to East County high school students’ homes, used them as an informational piece at outreach events and distributed them to students via outreach counselors.