Capitol College is an independent four-year institution of higher learning in Laurel, Maryland that is focused exclusively on education in STEM fields such as engineering, computer science, and information technology. Capitol enlisted the Channel team to develop a high-impact branding platform to differentiate itself from other colleges seeking students interested in technology careers.
We conducted interviews with administrators, faculty, and students, and gained insights that led to a positioning which anchored our brand campaign strategy: “Capitol College isn’t for everyone. But it’s perfect for me.” We incorporated this theme across print, web, radio, and social media messages targeting both undergraduate and graduate prospects.