Case Studies

Moore Tech is an institution – both literally and metaphorically. Literally, Moore Tech is a technical trade higher education institution that grants degrees, diplomas, and certificates, and provides innovative training in a variety of vocations. Moore Tech is also a Memphis institution. Since 1939, the school has been training the tradespeople keeping Memphis moving. It has everything you want in a technical school: strong programs, faculty and staff who are invested in students' outcomes, strong relationships with alumni and regional employers, and practical pathways into skilled careers. Recently, Moore Tech noticed a change in their student body. Historically, Moore Tech benefited from a strong dual-enrollment class and non-traditional students who enrolled in evening courses. However, in recent years enrollment had shifted toward a more traditional student population, while evening-class enrollment for current professionals upskilling to advance had declined. The school had a clear opportunity– if they could ride the wave of increasing traditional student interest and reinvigorate engagement with their evening programs, they could expand class offerings and meet workplace demand for trained graduates. With the right engagement strategy, they could drive enrollment from both student pathways. Moore Tech was faced with a marketing challenge. How could they appeal to both types of students without creating confusion?