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.

Grand Prize Winner

Hundreds of colleges applied for The Million Dollar Community College Challenge. Ten colleges emerged as finalists. Watch below to find out who won the million-dollar grant to transform their college’s brand-building and marketing efforts.

The Finalists

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.

College of Eastern Idaho

Idaho Falls, Idaho // College of Eastern Idaho is engineered so that working people with real-life responsibilities achieve their chosen degrees and/or high-quality credentials.

Career Crush game show title in large letters. A still from the college of eastern idaho's video.
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Community College of Rhode Island

Rhode Island // Community College of Rhode Island–a community designed with your community’s success in mind.

Featured student from video in green medical uniform seated.
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County College of Morris

Randolph, New Jersey // County College of Morris uniquely promises that adult audiences can transform their lives by getting the credentials or degrees, gaining the confidence and motivation needed to get a job, get a better job, or get better at the job they are in, and we provide the help and assistance needed to get there.

Father high-fives supportive kids from Morris Community College's video submission.
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Great Falls College Montana State University

Great Falls, Montana // Great Falls College builds its students’ confidence to help them move from a J-O-B into a career path.

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Houston Community College

Houston, Texas // HCC Online goes to great lengths to remove any roadblocks that may keep you from realizing your potential. HCC doesn’t just put classes online; we provide the support to help you through your studies.

Student needs are represented as boxes in this still from the video.
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Long Beach City College

Long Beach, California // LBCC is here (in my neighborhood!) to assist me with enrollment to job placement or university transfer.

Prospective student thinks about enrolling at Long Beach. Still frame from video.
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Madera Community College

Madera, California // You have the opportunity to change the future of your family for generations to come.

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Madison Area Technical College

Madison, Wisconsin // We know you have fears, but we believe in you and the vision you have for yourself, and we’ll meet you one-on-one to ensure your success.

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Minnesota State College Southeast

Winona, Minnesota // Southeast provides an environment that makes students feel safe, secure, and supported. We want you here and will help you every step of the way.

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Northwest-Shoals Community College

Muscle Shoals, Alabama // Northwest-Shoals Community College will welcome Adult Learners and provide them with the programmatic services that values their experience and provides a pathway to a family-sustaining wage.

Woman fearful with self doubt about entering new college building for the first time.
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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.

In The News

Lumina Awards $900,000 to Community Colleges for Mobile Tech and Digital Outreach | July 17, 2023
Northwest Shoals unveils new institutional brand | Franklin County Times | July 5, 2023
The Edge: A Fix for Community Colleges’ Branding Problem? | The New Yorker | Mar. 1, 2023
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
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

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