Trocaire College - Reaching Non-Traditional Students Through Tailored Content

Trocaire College was primarily known as a nursing school for women. Like many colleges, it needed to diversify its program and degree offerings. As Trocaire grew to be more of a career-oriented college, its leaders wanted to reach diverse prospective students for their programs. Quinlan began by developing a content marketing program that specifically targeted males with an interest in healthcare programs and females with an interest in computer technology programs.

Quinlan developed the “Trailblazer” theme for the campaign – which included social media, blog content and landing pages designed to educate and ultimately drive people to get more information about Trocaire’s programs. The content focused on the career opportunities available for both men and women in these nontraditional fields. The writing style was authentic and the content was promoted on a variety of social channels. In addition, we identified and worked with several influencers to help spread Trocaire’s message organically. Within one year, student counts for males in nursing programs and women in computer network administration programs increased from the previous season’s semester. Additionally, Trocaire’s Facebook presence grew by 15 percent.

Within one year, student counts for males in nursing programs and women in computer network administration programs increased from the previous season's semester. Additionally, Trocaire's Facebook presence grew by 15 percent.