Insights from a first-of-its-kind campaign show how real-time data, targeted messaging, and statewide coordination can power adult learner enrollment
For Immediate Release
Contact: Jeremy Hendges
j.henges@talentfirst.net
517.303.6026
LANSING, Mich. — A new case study released today by The Michigan Center for Adult College Success (The Center) highlights the results of a digital marketing campaign that helped thousands of young adults across the state access tuition-free, in-district community and Tribal college through the Michigan Reconnect (Reconnect) scholarship.
The case study, titled Michigan Reconnect 21 Digital Marketing Case Study, details a collaborative, multi-agency outreach initiative that targeted Michigan residents aged 21 to 24—a newly eligible age group under a temporary expansion of the Reconnect scholarship, which ended in December 2024. The digital campaign, led by The Center in partnership with the Michigan Department of Lifelong Education, Advancement, and Potential (MiLEAP), CollegeAPP and 25th Hour Communications, achieved a 7.2 percent application rate among those reached and directly contributed to the enrollment of between 9,462 and 12,511 students. These figures represent up to 80 percent of all Reconnect age expansion enrollments during the campaign period.
Michigan Reconnect is a cornerstone of the state’s Sixty by 30 goal, aimed at increasing the number of working-age adults with a skill certificate or college degree from the current level of 51.8 percent to 60 percent by 2030.
“This effort demonstrates what’s possible when data, strategy, and urgency align to meet the needs of Michigan’s adult learners,” said Jeremy Hendges, executive director of The Center. “We’re proud of the results—and even more excited about the futures these students are now building.”
Through tailored messaging, real-time data integration, and adaptive deployment across platforms like Meta, TikTok, Snapchat, and OTT media, the campaign surpassed industry benchmarks on nearly every front. Engagement rates on several platforms reached more than 18 percent, and cost-per-click was less than one-third of national higher education averages.
While the case study focuses on one highly effective digital component, the cumulative success of the Reconnect age expansion campaign strategy was built on a set of robust, statewide initiatives that included grassroots outreach, event activation, targeted calling and texting, and community partnerships.
“Utilizing our partners, we delivered a multifaceted campaign that brought together an incredible mix of outreach strategies to reach future Reconnect students,” said Sarah Szurpicki, director of MiLEAP’s Office of Sixty by 30. “This digital effort is one standout example of what’s possible when strong partnerships, timely messaging, and data-driven targeting come together to support student success. We’re grateful to all of our outreach partners who helped expand opportunity for thousands of young adults.”
The case study also offers a detailed look at performance by geography and demographics. In-district residents showed markedly higher engagement, with Spanish-language ads performing especially well among Latino audiences. Insights from this work are expected to inform future statewide campaigns focused on access and return on investment
“This project set a new standard for digital outreach in the adult learner enrollment space and proves marketing and outreach with person-level data is a smart investment with a positive ROI,” said Jack MacKenzie, CollegeAPP founder & CEO.
“When you know your audience – what drives them, what matters to them – and you speak their language in the right place at the right time, incredible things happen. This campaign proved that smart, targeted messaging backed by data doesn’t just get attention – it gets results,” said Diane Walleser, senior strategist at 25th Hour Communications.
The Michigan Reconnect 21 Digital Marketing Case Study is now available on The Center website.
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About The Michigan Center for Adult College Success
The Michigan Center for Adult College Success is the state’s primary resource to improve the enrollment and completion of postsecondary education by adults. As an initiative of TalentFirst, our goal is to meet the statewide need for a skilled workforce. The Center collects research, shares best practices, funds innovative pilots and provides technical assistance. We partner with a wide range of educators, business leaders and policy makers toward our shared goal of helping more adults get the credentials they need to reach their full potential, so our state can thrive. Learn more: https://mcacs.talentfirst.net/
About TalentFirst
TalentFirst is a premiere alliance of West Michigan CEOs who are joined by HR leaders, educators, workforce leaders, and policymakers to collaborate on an unmatched scale for the benefit of all who live and work in the region. As a data-driven organization, TalentFirst provides practical, proven resources, strategies, tactics, advocacy and accountability to improve the recruitment, development and retention of talent in West Michigan. Learn more at http://www.talentfirst.net/
About Michigan Reconnect
Michigan Reconnect is a last-dollar scholarship program that pays for eligible participants 25 years old and older to attend an in-district community college tuition-free or offers a significantly reduced tuition rate for participants to attend an out-of-district community college. To learn more and apply to Michigan Reconnect, get started at Michigan.gov/Reconnect.
About MiLEAP
Established by Governor Whitmer in 2023, MiLEAP’s mission is to improve outcomes from birth to postsecondary so anyone can ‘make it in Michigan’ with a solid education and a path to a good-paying job. To learn more about MiLEAP, go to Michigan.gov/MiLEAP.