Kingsborough Community College, CUNY
Making career pathways visible and worth choosing
Client
Kingsborough Community College, CUNY
COLLABORATION
Growth Strategy & Engagement, Campaign & Communications Build
Services
Brand identity, platform design, audience research, integrated campaign
Context
Kingsborough’s Continuing Education and Workforce Development programs are strong, but adult learners lacked practical information to justify enrollment. Prospects couldn’t see which programs led to which careers, what job prospects looked like after completion, or how a credential would change their daily lives. Without that concrete outcomes picture, enrollment stalled. The team needed to move past program features and connect to the actual life-change adults were evaluating.
Strategy
BOUNCE led end-to-end strategy before building anything. We built adult learner personas and customer journey maps to understand where prospects got stuck. We designed KCC Future InSight to connect every program to real job sector data, employer demand, and wage potential. Day-in-the-life and career-centric videos showed graduates’ actual work experiences. Printable career pathway maps made abstract credentials tangible enough to take home. Integrated email and social campaigns met prospects at each stage with the information they actually needed to decide.
Results
The campaign delivered 30% email open rates (industry benchmark: 15–20%), 20% click-through rates (benchmark: 2–5%), and 18% enrollment conversion. These numbers translated directly into open-house attendance and qualified program inquiries. Adults who could see concrete outcomes moved forward.
Email open rate
Click-through rate
Enrollment conversion from open-house attendees
“
BOUNCE hit the nail on the head — from developing a fresh identity that carries meaning for our audience to getting all the technology right. We couldn't be happier.
— Christine Zagari-LoPorto,
Associate Dean of Workforce Development · Kingsborough Community College, CUNY