Case Study:
Manatee Technical College
Community Partnership Sarasota Herald-Tribune Sports Awards Ceremony Ad
Advertorial before Damon May and After Damon May
Success Story Newspaper Ad Campaign
Logo created by Damon May
MTC Photo
Manatee County Chamber of Commerce Business Ad
The Observer: Business Observer Ad
MTC Photo
Fire Fighter program photo
Nursing Assistant program photo
Welding Technologies program photo
Introduction
In the evolving landscape of technical education, institutions must not only impart knowledge but also cultivate a compelling brand identity that resonates with their communities. This case study illustrates how strategic marketing and design expertise revitalized Manatee Technical College (MTC), transforming it into Florida's premier technical institution.
Challenge
Established over five decades ago, Manatee Technical College had recently undergone a name change, leading to diminished community recognition and an antiquated public image. The institution's reliance on outdated marketing channels, such as radio and print, further hindered its ability to connect with a modern audience. This scenario necessitated a comprehensive rebranding initiative to elevate MTC's stature and appeal.
Solution
Leveraging my extensive background in marketing and design, I helped spearhead a multifaceted strategy to rejuvenate MTC's brand and amplify its presence:
Transition to Digital Marketing: I guided MTC from traditional media into the digital realm, implementing targeted online advertising campaigns that effectively reached prospective students and stakeholders.
Community Engagement Events: Recognizing the power of direct interaction, I helped organized annual outreach events that showcased MTC's offerings, fostering stronger community ties and enhancing brand visibility.
Success Stories Campaign: To humanize the brand and demonstrate tangible outcomes, I initiated a series highlighting graduates' achievements. These narratives were disseminated through Over-the-Top (OTT) media and digital platforms, illustrating the real-world impact of an MTC education.
Fast Facts Initiative: Aimed at the business and industry sectors, this campaign provided concise, compelling data about MTC's programs and successes, facilitating the development of strategic partnerships.
Exceptional Customer Service Workshops: Understanding that brand perception extends beyond external communications, I helped introduce internal workshops to enhance staff interactions with both students and colleagues, ensuring a consistent and positive brand experience.
Result
These concerted efforts yielded remarkable outcomes:
Enrollment Growth: MTC experienced a significant uptick in student enrollment, a testament to the enhanced brand appeal and effective outreach strategies.
Website Traffic Increase: The shift to digital marketing resulted in a substantial rise in website visits, indicating heightened interest and engagement from potential students.
Resilience During the Pandemic: Amid the challenges of COVID-19, the agile marketing approach ensured stable enrollment numbers, reflecting the robustness of the rebranding efforts.
Program Expansion: The institution's growth facilitated the introduction of a diverse array of career programs, surpassing offerings of other technical colleges in Florida and contributing positively to MTC's financial health.
In essence, the strategic revitalization of Manatee Technical College's brand not only elevated its community standing but also established a sustainable framework for continued growth and success in the competitive landscape of technical education.