The Challenge
Despite strong regional economic growth, 20% of Upstate adults have some college experience but no degree—a factor highly associated with stalled wage growth. In Greenville County alone, an estimated 65,000 to 100,000 working adults have accumulated college credits or an associate degree but lack a bachelor’s degree. 16% of Greenville County residents have only a high school diploma or GED and 8% of residents do not have a high school diploma.
For these individuals, the core barriers are not motivation, but flexibility, affordability, and time.
To achieve the region’s “north star” goal—60% of working-age adults holding a high-quality credential or degree by 2030—the program needed to improve its messaging. The primary hurdle was navigating a multi-audience landscape: building a unified strategy that could simultaneously resonate with skeptical adult learners, busy corporate HR leaders, and non-profit partners.
Our Solution
We refined their core messaging and created a Communication Strategy to build awareness and drive action through existing, trusted community relationships. To support this, we conceptualized, designed, and authored a turnkey suite of strategic toolkits and digital assets delivering clear value propositions.
New Partner & Business Onboarding Framework
Designed targeted direct mail and email outreach series, paired with interactive “Coffee, Conversation & Completion” briefings and a Monthly Success Newsletter to continuously highlight program milestones and workforce impact.
Partner "Connector" Toolkit
Equipped HR managers and non-profit caseworkers with a 60-Second Script Guide for seamless referrals, plug-and-play Co-Branded Email Templates, rack cards, and high-impact breakroom posters.
Prospective "Riser" Campaign Toolkit
Demystified the re-enrollment process through a clear tri-fold brochure and an automated six-week email nurture sequence addressing common student anxieties.
Organic Social Media Strategy
Delivered a channel guide and plug-and-play social templates tailored to reach older adult learners on Facebook and the 18–30 demographic on Instagram.
Social Template Design
Website Design
The Results
Elevated Brand Communications
Standardized core messaging to clearly articulate ROI for employers and prospective adult learners.
Optimized Operational Bandwidth
Created automated email nurture workflows that streamlined prospect conversion and maintained consistent engagement, maximizing the impact of a lean internal team.
Turnkey Partner Enablement
Delivered a comprehensive, practical toolkit of plug-and-play assets, empowering employers and caseworkers to act as an outsourced recruitment engine.
Built for Regional Scalability
Established a flexible digital infrastructure and strategic framework structured to support seamless expansion into the broader Tri-County region (Anderson, Pickens, and Oconee counties).