SITUATION
Milwaukee Area Technical College (MATC) is an educational institution offering two-year associate degrees, as well
as technical degrees, diploma and certificate programs. MATC wanted to launch a new brand campaign with a new logo and look, however, the marketing budget had been cut 12.5 percent.

GOALS & OBJECTIVES
- Increase positive awareness of the brand among potential students, parents and community
- Increase inquiries and applications
- Increase full-time enrollments, particularly within Liberal Arts & Sciences (LAS) programs
- Target the Oak Creek and Mequon campuses for growth

IMPLEMENTATION
Boelter + Lincoln developed a multi-media awareness campaign targeting 17-24 year-olds with 25-54 year-olds as a secondary target. B+L timed media flights during enrollment periods with broadcast as the driving force and out-of-home placements, including 30-sheets and transit signage, as reinforcement. Additionally, B+L used newspaper to target Hispanic and African-American audiences, and interactive to market the new MATC website.

RESULTS
- 5% increase for full-time enrollments for the fiscal year
- 11% increase in fall applications and 6% increase in registrations
- 22% increase in spring applications and 7% increase in registrations