How would winning a million dollars transform your community college brand?
Brand perception isn’t a slogan, it’s a sensory experience. From the website, to the parking lot, to the classroom, every touchpoint is an opportunity to connect with potential students and build your brand. Now more than ever, community colleges need new ways to connect with millions of Americans who need a college degree or short-term credential.
We challenged colleges to tell us how they would transform their brand-building and marketing efforts to be more inclusive of today’s students. Ten finalists submitted videos expressing their brand promise and encouraging adult student students to enroll in their college. See their videos below.
A Look at the Finalists
Community College of Rhode Island
County College of Morris
Great Falls College Montana State University
Houston Community College
Long Beach City College
Madera Community College
Madison Area Technical College
Minnesota State College Southeast
Northwest-Shoals Community College
We all win when more adults can access and complete their education.
Awards
One Million-Dollar Award
- One million dollars to support brand building and strategic marketing efforts.
- Technical assistance to develop actionable brand building and marketing strategies.
Nine $100,000 Awards
- $100,000 each to 9 colleges to support brand building and strategic marketing efforts.
- Technical assistance to develop actionable brand building and marketing strategies.
Questions About Applying
What is the process to apply?
The $1 million will be granted to a community college that best articulates a compelling vision for its brand and details a strategic way that grant funds will be used to transform marketing efforts to support the enrollment and retention of students. Awards can then be used to execute the college’s plans to support marketing and outreach efforts that drive enrollment and support student/community engagement.
What is the challenge timeline?
February 9 | Challenge opens |
February 22, 11:00 EST or February 23, 3:00 EST | Informational webinars |
March 15 by 11:59 PM EST | Applications due |
April 27 | 10 finalists invited to proceed |
May 2, 11:30 AM EDT, May 3 12:00 PM EDT or May 5 2 PM EDT |
Technical assistance training |
June 10th by 8:00 PM EDT | Finalists submit video narratives |
August 17, 2022 | Award recipients announced |
What was asked during the webinar?
What is the video narrative?
- Only the 10 colleges selected as finalists will need to submit a video narrative.
- Noetic Consultants will prep the colleges and provide submission details in May
- We promise to keep it short and simple!
Will I receive a confirmation of my application?
- Yes, fully completed applications submitted online will receive an automatic email confirmation.
- Please do not email application narratives or supporting documents
Still have questions?
We are happy to help. Please email challenge@luminafoundation.org.

In the News
Podcast: Madera Community College’s Million Dollar Vision | Interact | Sept. 19
MCC wins million dollar challenge | The Madera Tribune | Aug. 21
A major boost for one community college’s efforts to serve adult students | WorkingNation | Aug. 19
Out of Hundreds, Madera Community College Slays $1M Challenge | The Business Journal | Aug. 19
Madera Community College Wins $1 Million from Lumina Foundation Competition | Diverse Issues in Higher Education | Aug. 18
Madera Community College Wins Lumina’s Million Dollar Community College Challenge | Forbes | Aug. 18
And the Winner Is - with Shauna Davis and Mary Laphen of Lumina Foundation | EdUpExperience Podcast | Aug. 18
California Community College Wins Million-Dollar Challenge | California News Service | Aug. 18
Madera Community College Wins $1M From Lumina Foundation | Inside Higher Ed | Aug. 18
Lumina announces $1M challenge winner | Inside IN Business | Aug. 18
Madera Community College Wins Lumina’s Million Dollar Community College Challenge | UK Times News | Aug. 18
Madera College Video Nabs $1 Million Marketing Prize | GV Wire | Aug. 17
Winner of Lumina Foundation’s $1M branding prize | Community College Daily | Aug. 17
Aspirational Branding: What Makes Your Community College Exceptional | The Higher Ed Marketer | June 7
Great Falls College is a finalist for 'The Million Dollar Community College Challenge' | KRTV3 | May 5
Madison College a finalist for $1 million dollar grant | Madison Area Technical College | May 2
Lumina names 10 finalists for $1M branding prize | Community College Daily | May 1
Podcast: The EdUp Experience | #EdUp | March 30
Podcast: In the Know | ACCT | March 1
TV Interview: Lumina Launches The Million Dollar Community College Challenge Inside Indiana Business | Feb. 21
Podcast: Community College Marketing Masterclass | Interact | Feb. 18
Lumina Launches Million Dollar Community College Challenge | Inside Indiana Business | Feb. 20
The Million Dollar Community College Challenge | Forbes | Feb. 10
$1M to Boost Your College’s Brand | Community College Daily | Feb. 9
Lumina Creates Grant Competition for Community College Marketing | Diverse Issues in Higher Education | Feb. 8