Henry Ford College

Overview

Henry Ford College, located in Dearborn, Michigan, was fighting national enrollment trends even while competing in a shared media market with four other community colleges within 30 miles of its campus.

Branding, Enrollment, and Retention

Interact created a news brand (“FutureDriven”), featuring bold and emotional messaging to help HFC stand out amid the noise and brutal competition. Using the brand philosophy, Interact developed an annual enrollment marketing campaign as well as a retention campaign to encourage completion and boost overall numbers.

Results

The campaigns, bolstered by the new “FutureDriven” brand, helped Henry Ford College remain one just a few community colleges in Michigan to experience an increased in enrollment, amid a historically tumultuous statewide (and national) trend.