Overview of the Situation
The Michigan Community College Association, which oversees the 28 community and technical colleges in Michigan, needed a way to bolster its overall brand, without diluting the messaging of the individual colleges. Additionally, they needed a resource that would host all of this information for potential students. This brand, campaign, and website had to tie the 28 member colleges together, while allowing them to retain their independence and individuality in their communications.
Research-Based Branding & Website Design
Interact created a brand protocol to conduct quantitative and qualitative research throughout the state, and especially in key population areas served by MCCA’s colleges. Using online surveys, focus groups, and phone surveys, Interact performed several layers of consumer research to uncover the attributes that target groups (staff, current students, community, business leaders, etc.) perceived to be “true” about the colleges, and the statewide system, in general.
After collecting the data, ranking the level of importance for each attribute, and coding the results, Interact’s lead researcher designed an analytics packet that the team reviewed to create the new brand and website.
During the brand meeting, the team decided that “You’ve Got This” was the perfect brand for the state of Michigan, and MCCA agreed. Now, the creative team had to start designing collateral material while the web team started building the frame for a site that would host all of the content.
The website included information regarding programs, careers, and each of the 28 member colleges in Michigan. The individual colleges were able to have their unique identity on their branded page that was imbedded into the site, but also had direct links that would allow student to explore more information in a separate tab. Interact also integrated support for MCCA’s Twitter feed and new content that could be included on the site as soon as it was approved.
28
Member Colleges
53,900
Page Views
The “You’ve Got This” brand was well-received by the individual college leadership, as well as the state administrators.
Upon acceptance, the brand was rolled out to each of the 28 member colleges, complete with messaging treatments showing our creative vision for the brand launch.
For a look at recent MCCA work: http://clients.interactcom.com/mcca/brand/
To view the MCCA program website: http://youvegotthis.org/
