When John Tyler Community College changed its name to Brightpoint Community College, it chose a name as vibrant as the people and communities it serves.
With impressive industry partnerships, small classes, modern programs like cybersecurity, a supportive environment to succeed in college, and a 50-year history, Brightpoint needed to communicate how it remained the same college that’s always created life-changing experiences and driven the local workforce.
For the Brightpoint Community College brand awareness campaign, Brightpoint leveraged its bold “Next up” brand concept, which first launched five years earlier, in partnershp with Zehno to implement a detailed brand awareness marketing plan and deploy a new logo suite, updated color palette and new flagship content, including a brand video that ties together all campaign elements.
The campaign reinforces the college’s life-changing impact through flagship stories that highlight Brightpoint’s impressive Fortune 500 partnerships, the contributions graduates make in the workforce, and the chances for students to define success on their own terms.
- Build awareness for the new Brightpoint Community College brand.
- Represent Brightpoint consistently across diverse audiences.
- Align Next Up brand concept with recruitment and major gifts campaign efforts.
- Position Brightpoint to shatter misperceptions about community colleges in general — and help people see Brightpoint’s impact.
- Compete with more than 25 four-year and two-year institutions in the area.
UNIFIED BRAND POSITION
Aligned brand position for all student prospects. A survey uncovered that high schoolers and working adults want similar things from Brightpoint.
Developed a new brand platform that serves as the playbook for all future communications with key audiences, from high schoolers and working adults to area businesses and donor prospects.
EMBRACED BOLD APPROACH
Internal Brightpoint stakeholders embraced its bold new brand that pushes conventional higher ed design to show Brightpoint as a modern, relevant and pioneering force in its marketplace.
Align what student prospects want with what you do best
Brightpoint has much going for it: It’s a large institution offering in-demand programs — from career credentials to two-year degrees to transfer agreements with top four-year institutions. Its two campuses thrive in a population center embedded among big industry partners that advise on Brightpoint curriculum and employ Brightpoint grads.
So why not take the traditional approach? Market short-term, career-building credentials to working adult prospects who have busy lives. And push four-year degree paths to traditional high school students who are still exploring.
Screeeech. Hold up. It’s time for a reality check.
A brand survey of Brightpoint’s student prospects revealed working adult and high school prospects are shockingly similar. They both want long-term career prep and skills that employers want — and they both want to pursue four-year and two-year degrees.
Brightpoint’s new brand concept leverages this alignment between high schoolers and adults, and presents two-year and four-year paths to all student prospects — regardless of age, work experience or education status.
UnifY content strategy across the college
From Tyler’s signature student recruitment tool to its major gifts campaign case for support, “Next up” success stories become flagship content deployed across audiences, featuring traditional and adult students taking both degree paths. For example:
An IT manager redirected her 15-year career to pursue an associate degree in nursing — then a BSN — leading to the life of her dreams.
A high school dual-enrollment student launched his career in residential drafting after completing an industry-specific two-year degree.
- A mechanic-turned-IT-consultant snagged a role with global firm KPMG via Brightpoint and Virginia Tech.
Build a brand fit for a major gifts campaign
Brightpoint’s major gifts campaign — focused on changing lives of Central Virginia citizens — is rooted in the new brand.
But rather than resorting to the usual higher ed pattern — subduing colors and watering down the brand for a donor audience — Brightpoint’s case statement boldly shows why Brightpoint is a good investment. The brochure leads with powerful hero shots and the college’s bright color palette.
It also debunks the myths about community colleges by elevating Brightpoint as the lifeblood of the community — the difference between people existing and excelling, between getting by and thriving. “Next up” stories illustrate for local business partners and prospective donors how Brightpoint alumni are entrenched in the community and drive the workforce as their caregivers, educators, manufacturers, business managers and more.
Plan shoots like a pro
How did Brightpoint attract 75 students for its brand-launch photo shoot? Not by randomly roaming the halls.
It kicked off photo shoot planning with a campus-wide casting call. A photo shoot invitation — available digitally and also as old-school campus bulletin board posts — asked students to submit a headshot and info about their majors, availability, interests, future plans and favorite things about Brightpoint.
After promoting the casting call through the website, social media and across campus, Brightpoint received an overwhelming response. The casting call provided the much-needed information to map out each time slot for the shoot. With student photos and interests also in hand, the planning team envisioned multiple setups and groupings that would best represent the Brightpoint experience.
And because Brightpoint included questions related to its “Next up” concept, asking students to share their future goals, the team created a great pool of brand stories for the future.
Go behind the scenes with Brightpoint’s Creative Services Manager Heather Busch to learn more about creating a brand-driven casting call.
What Zehno did
- Brand audit and strategic recommendations.
- Brand platform.
- Brand vision.
- Logo suite, logo audience testing and brand identity guide.
- Name change campaign planning.
- Flagship content including profiles, photo shoot and videos.
- Student recruitment brochure.
- Major gifts campaign case statement design.
Tips for your team
Think beyond admissions to leverage your brand investment across the whole institution.
Kick off your photo shoot planning with a casting call. There’s no better way to find students whose stories best represent your brand — and who’ll actually show up when you need them. Read all about it here.
Don’t forget about your current students when promoting a new brand. As a thank you to photo shoot participants, give them a swag bag of items that reflect your new brand and boost their pride.
- Kick off your photo shoot planning with a casting call. There’s no better way to find students whose stories best represent your brand — and who’ll actually show up when you need them. Read all about it here.
- Don’t forget about your current students when promoting a new brand. As a thank you to photo shoot participants, give them a swag bag of items that reflect your new brand and boost their pride.
TAKE THE NEXT STEP
Zehno can help you move the needle. Read more about our branding services.