Objective:
Western Dakota Technical College launched a comprehensive branding campaign in 2016 to enhance its image and compete with four-year institutions. By focusing on vibrant imagery and showcasing campus life, the campaign aimed to attract the 17-21-year-old demographic. The rebranding process involved extensive testing of color schemes, focus groups, and feedback from the college community, resulting in updated marketing assets such as signage, business cards, and a new website. Marketing efforts extended across South Dakota, Wyoming, and Nebraska, utilizing various media to reach both traditional and non-traditional students. Highlighting the unique experience of living in the Black Hills and promoting over 40 degree options and scholarships, the campaign successfully increased student enrollment by an average of 9% annually since 2023.

Game Plan

• Comprehensive Rebranding: Updated all marketing assets, including signage, business cards, collateral materials, advertising, video, and a new website.
• Targeted Marketing Campaigns: Implemented strategies across South Dakota, Wyoming, and Nebraska using outdoor billboards, television, radio, digital, and social advertising.

Wins
From Rebrand to Results
Western Dakota Technical College set out to compete and win against four-year institutions. Through a bold rebrand and full-funnel marketing strategy, we helped elevate their image, connect with both traditional and non-traditional students, and drive consistent enrollment growth. With a strong presence across the region and a story rooted in the Black Hills experience, the result is a brand that resonates and performs.