This is a tale of two marketing pipelines. And one, integrated marketing solution.
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?
Retaining Reputation Through Transition: How Goldin Senior Transitions Launched a Business Without Leaving Earned Trust Behind
I’m going to tell you a secret: the point of marketing is not to make money.
The purpose of good marketing is to build trust.
If you’re in the care economy– an industry that operates largely on word-of-mouth referrals and the trust people have in your company’s brand– you know that revenue comes as a result of your reputation.
Josh Goldin was launching a new company, Goldin Senior Transitions, through a friendly acquisition of a well-known and respected senior transition company, Annestasis. Josh thought he needed a launch package, logo, business cards, and a website.
MKC saw the opportunity to treat this assignment as a transfer of trust, rather than a total rebrand. We could create a new company identity without abandoning the reputation and relationships Annestasis had already built. The result? Josh’s first month of business has far exceeded his expectations.
Let me tell you how we did it.