New Hampshire-based College for America, a national workforce college attainment initiative, came to Red Deluxe shortly after its pilot received a major Bill & Melinda Gates Foundation/EDUCAUSE grant. The program, at the time, was still being incubated in the innovation lab at Southern New Hampshire University under a temporary project name.
We worked with the program’s leadership to build a national brand around their core point of differentiation—workforce competitiveness. (The program is a low-cost, competency-based, work-skills-focused college degree that employers can subsidize for their workers.)
The new platform, name and supporting tactics leverage all of the urgency around waning American competitiveness to position College for America as a critical cause for future American prosperity. The work included all-new national strategic communications, business development collateral, web design, web video, and media relations.