Brand awareness + Segmentation

Before 2023, Dallas College had never formally tracked brand awareness or perception. To better understand how our audience viewed us and what influenced their decisions, we launched our first brand equity study in partnership with Lisa W. Miller & Associates.

Our goals:

• Measure awareness, consideration, and brand perception.
• Track key indicators over time to assess marketing impact.
• Improve messaging and engagement to strengthen recruitment and retention.

The Impact:

When media campaigns paused, consideration declined, proving the need for sustained outreach. Once reactivated, awareness and interest rebounded, demonstrating the power of strategic marketing investment.

The takeaway? Awareness fuels consideration, and consideration drives action. With these insights, we’re not just increasing recognition—we’re helping more students see Dallas College as their next step.

Effective marketing goes beyond demographics—it’s about understanding mindsets and motivations. To improve enrollment, retention, and student success, we partnered with Lisa W. Miller & Associates to develop a psychographic segmentation model based on insights from 5,000 surveyed students.

Through this research, five distinct student segments emerged, allowing us to tailor messaging and experiences that truly resonate. I played a key role in developing the survey tool and communications plan to recruit participants, ensuring meaningful engagement.

By translating these insights into creative strategy, we moved from broad demographic-based messaging to mindset-driven campaigns, creating more personalized and impactful outreach that strengthens student engagement and enrollment.