Ensuring career education students help fill regional workforce shortages.

Overview

Ensuring career education students help fill regional workforce shortages.

Los Rios Community College District (LRCCD) needed to align their goals for increased enrollment in Career Education programs with regional workforce shortages that these programs can help fill quickly and locally.

This meant building up the frequency, reach, and effectiveness of LRCCD’s Career Education marketing, which required convincing working adults who needed more skills to get promoted, who felt stuck in their current positions or industries, and were ready to move on from their job into a real career.

Approach

3fold did a deep dive into the motivations and barriers to access experienced by working adults in the LRCCD region. This showed a need to position Career Education programs as a game changer in their personal lives: it’s time to get a career, not just a new job.

These potential new students were seeking support and information online and from their social circles. They wanted to know how to get ahead despite challenges like making ends meet in part-time work, or balancing family responsibilities with the time, attention and cost it takes to develop new professional skills and certifications.

Our to-the-point, multi-lingual messaging in both English and Spanish emphasized the ease, efficiency and flexibility in enrolling and succeeding in a Career Education program at LRCCD needed to meet them there, where they already were seeking direction.

+74%

New visitor website traffic.

+5.21%

Increase in Spring 2023 enrollment.

“Meet Future You” ran for 10 weeks in the summer of 2022 and an additional 12 weeks in the fall of that year, reaching over 94,000 potential new students and driving 22,800 website sessions for LRCCD’s Career Education program webpages.

Overview