Pearson agrees 10-year contract with Cincinnati State for marketing, recruiting and student support services

Contract value of $5.5m through to 2026 represents latest HE partnership for Pearson in North America and the first of its kind in the community college sector

Cincinnati State Technical & Community College has chosen Pearson as its partner to provide services including marketing, recruiting, admission and non-academic aspects of student retention. The agreement was signed into effect in Q4 2015 and expires on the first day of spring semester 2026.

Pearson will be making upfront investments to hire additional staff and supplement the existing college marketing budget. All activities will be designed to attract and enroll new students, and to encourage current students to return and complete their Cincinnati State degree or certificate programme.

Pearson’s activities will include:

  • Marketing efforts, including media buying, college branding, advertising and social media
  • Recruitment/Admission for high school graduates and adult learners returning to school
  • Providing student coaching and support from the application process, throughout their college career

Support hiring of additional Cincinnati State employees in the roles of admission representatives, marketing coordinators, enrollment coordinators and student success coaches

Some Pearson work is already in progress, related to marketing and recruitment for spring 2016. This work includes:

  • Establishment and operation of a call centre to make calls prompting current students to register
  • Contacting past students who dropped out or “stopped out” recently and are qualified to return and continue their education
  • Lead generating marketing and advertising activities

John Fallon, Chief Executive of Pearson, said: “Partnering with universities and colleges to help them expand online is a very exciting opportunity and one we’re determined to pursue.

Todd Hitchcock, Chief Operating Officer of Pearson Embanet, who oversaw the launch of the partnership, said: “Our goal for this partnership is to focus on expanding access to higher education and at the same time increase degree completion in partnership with Cincinnati State administration and faculty."

Dr. Monica Posey of Cincinnati State, said, “It’s an exciting opportunity for Cincinnati State to partner with Pearson who can help the college leverage its resources to provide the very best in terms of marketing, recruiting and student support. Pearson is willing to work with us in a revenue sharing model, instead of charging us large agency fees which is typical for work of this kind.”

Full implementation of the first-of-its-kind partnership will employ a “co-creation model,” meaning that specific plans for providing ongoing services will be developed collaboratively by Cincinnati State and Pearson personnel. The goal is to provide the best services and processes for Cincinnati State’s prospective and current students.

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