To align Madison College's recruitment marketing strategies throughout the student journey, KW2 dug in. We turned local and labor market research, existing enrollment and digital media data, and critical trends analysis into a focused, omnichannel strategy designed to drive up applications. Next, we tapped into our deep understanding of the higher education audience to develop messaging that would resonate. Our research found that many prospective students feel marginalized by the average admissions process. Madison College's promise to value students for who they truly are would set the institution apart.