Marketing collateral helps community school overcome ‘technical’ difficulties in recruiting

Tolles Career & Technical Center has a complete roster of valuable programming and excellent post-graduate job placement. They needed more engaging recruiting materials to showcase the Tolles experience and compel prospective students to engage.

Challenge

According to a report released in 2019 by the National Science Board, there will be an estimated 3.4 million unfilled skilled technical jobs in the United States by 2022. So, why do career and technical schools like Tolles Career & Technical Center often struggle with recruiting students if jobs for their graduates are in-demand?

The report blames a number of factors from bias toward earning bachelor’s degrees instilled by parents and high school guidance counselors to a simple lack of awareness about technical career paths and opportunities. In addition to these barriers, Tolles also faced local competition from other programs in their area. Nearly 40% of the school’s programs were deemed “low enrollment,” a statistic that Tolles could simply not afford to let grow.

Services:

Research Stakeholder interviews Competitive analysis Content development Print design

Tolles Career & Technical Center has a complete roster of valuable programming and excellent post-graduate job placement. They needed more engaging recruiting materials to showcase the Tolles experience and compel prospective students to engage.

Services:

Research Stakeholder interviews Competitive analysis Content development Print design

Challenge

According to a report released in 2019 by the National Science Board, there will be an estimated 3.4 million unfilled skilled technical jobs in the United States by 2022. So, why do career and technical schools like Tolles Career & Technical Center often struggle with recruiting students if jobs for their graduates are in-demand?

The report blames a number of factors from bias toward earning bachelor’s degrees instilled by parents and high school guidance counselors to a simple lack of awareness about technical career paths and opportunities. In addition to these barriers, Tolles also faced local competition from other programs in their area. Nearly 40% of the school’s programs were deemed “low enrollment,” a statistic that Tolles could simply not afford to let grow.

Strategy

Tolles needed more engaging, effective recruiting materials. The school’s rack cards, which were handed out at school visits and open houses, were outdated and lacked one very important element: compelling reasons to choose Tolles. 

To ensure the recruiting materials were reflective of the actual Tolles experience, the Sanger & Eby team went right to the source to gather insight. We solicited information from teachers through a survey to get firsthand knowledge of program offerings, success rates, job placements and more. We also worked directly with teachers to develop the copy and design of each card.

To help combat the lack of awareness of career paths, we prominently featured companies that work with Tolles to support the students who graduate from their programs with a solid and reputable education, as well as a multitude of real career paths in thriving industries.

Results

The final rack card is modern, eye-catching and engaging. It effectively communicates why a prospective student should choose Tolles for their education. The rack card also details programs in a student-centric way, making it more approachable and useful. Additionally, because of their involvement in the project, teachers are now proud to use the rack card as a recruiting tool!

 

Do you need help with your recruiting materials? Let’s talk about how we can help you reach prospective students who will succeed at your school! 

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