Here Will Get You There.

BRANDING, WEB, & ADVERTISING FOR NEW JERSEY COLLEGE

Brookdale Community College

CHALLENGE

In a competitive higher education landscape, Brookdale Community College faced a familiar but urgent challenge: overcome outdated perceptions and redefine the value of community college. Rather than simply driving enrollment, Brookdale needed a brand platform that could resonate with a broad spectrum of prospective students from traditional high school graduates to career changers and adult learners.

Their ambition was clear: reposition Brookdale as a dynamic launchpad toward meaningful, career-driven futures, not as a fallback or secondary choice.

SOLUTION

Splendor created and deployed a comprehensive brand-to-growth system designed to spark awareness, shift perception, and drive enrollment. We aligned strategy, storytelling, and channel performance into one cohesive effort to make Brookdale more relevant, more engaging, and more aspirational.

BROOKDALECC.COM

Deliverables

Brand identity, brand positioning, and tagline creation
Messaging framework and creative platform
Fully redesigned website
Scripting and production of television campaign
Digital, print, and social campaigns
SEO and performance-driven content
Internal communications tools and rollout assets

What We Delivered

STRATEGIC BRAND PLATFORM
Developed a unifying brand voice and the tagline “Here Will Get You There”—reinforcing Brookdale’s role as a bridge to real-world careers and personal progress.
MULTI-CHANNEL CREATIVE CAMPAIGN
Produced compelling visual storytelling, television campaign, videos, and persona-driven messaging to authentically speak to varied audiences.
DIGITAL ECOSYSTEM & SEO
Designed and launched a modern, intuitive website with optimized content architecture to improve SEO search visibility and user engagement.
ONMICHANNEL ACTIVATION
Rolled out a fully integrated omni-channel campaign across digital, social, print, and television expanding reach across platforms.

Business Impact

ENROLLMENT INCREASE
Campaigns led to a double digit increase in enrollment.
REPOSITIONED BRAND PERCEPTION
Strengthened Brookdale’s standing as a first-choice, career-focused institution.
INCREASED COMPETITIVE DIFFERENTIATION
Created meaningful separation from regional institutions through elevated messaging and creative execution.

UNIFIED COMMUNICATIONS
Aligned internal and external messaging under a single, compelling brand platform.
ENROLLMENT GROWTH
Contributed to a double-digit increase in enrollment post-launch.

“I had the enormous pleasure and honor of working with Splendor on new branding, brand strategy, creative campaign, and website refresh for Brookdale Community College. The result was a creative and strategic breakthrough, and their efforts helped contribute to a double digit increase in enrollment.”
Kathleen Kamatani, Interim Executive Director of College RelationsBrookdale Community College

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CRAFTING THE INSTITUTION’S STORY

Here Will Get You There.

Everyone we talked to and interviewed had an extraordinary story to tell about their experience at BCC. The common thread was how much the school helped define their path, even for some who had no direction when they started.

BRAND STRATEGY & POSITION

A mantra for the school.

“Here Will Get You There” emerged from the exercise as a bit of a mantra for the school. It quickly became the focus of much of their promo material, including a TV spot, billboard, postcards and more.

WEB DESIGN FOR COLLEGES & UNIVERSITIES

We designed Brookdale’s website to increase engagement — and enrollment.

Redesigning a 2,200 page college website is no small task, but our custom, modern design presents the brand with consistency, and the modular backend system makes it easy for staff across all departments to update their content regularly.

BRAND STANDARDS ARE THE GOLD STANDARD

A cohesive visual identity.

With a new brand strategy and position in place, Splendor went to work on the presentation of the brand through various materials, design and campaigns. Our new brand standards document that not only gives consistency and purpose to the primary and (numerous) secondary logos the school uses, but set standards for color, typography, photography composition and subject matter.

Results

Perception is changing for Brookdale.

It’s no longer an afterthought or consolation, as evidenced by the increase in enrollment and success of their alumni.