vitalink 30th Anniversary Spotlight: North Carolina A&T State University

The results

• Applications and enrollment jumped to all-time highs

• Alumni donations increased, and alumni reported feeling more engaged

• The refreshed brand earned praise inside and outside the education community

• A&T became the largest HBCU in the country
  

The story behind the numbers

When North Carolina A&T State University unveiled a new vision called FUTURES, it set out to reposition A&T as a premier education provider, in North Carolina and across the country. It had identified 18 key stakeholder groups to reach with that vision. vitalink was awarded the contract to research, develop and implement a comprehensive marketing campaign, turning a broad vision into a coordinated effort with measurable results.

Building consensus, then listening

We started by meeting with A&T’s internal stakeholders to agree on four goals: a research-based marketing plan, higher enrollment, a better perception of A&T through one unified brand and message, and more resources and donations.

Research shaped everything that followed, including a statewide phone survey of potential students, focus groups with prospective students and business leaders, an e-survey of alumni, and competitive analysis.

explore. discover. become.

We tested several campaign themes in focus groups before landing on “explore. discover. become.” That theme carried across everything, from a television commercial, radio spot and billboards to a viewbook, enrollment postcards, the website and an alumni e-newsletter. It reached athletics too, with game day programs, posters and schedule cards, and even wrapped buses.

The results led A&T to expand the relationship with vitalink to enrollment management, athletics, research and school-specific marketing.

A&T’s story shows what happens when a bold vision is paired with real research and a brand everyone can rally around.