The Challenge
SUNY Schenectady, a key educational institution in New York’s Capital Region, sought to enhance its public image, student enrollment, and community engagement over the last eight years. The college faced a rapidly changing higher education landscape, increased competition, evolving student expectations and occasional crises that threatened its reputation. SUNY Schenectady needed a comprehensive communications strategy to boost visibility, foster positive media coverage and maintain stakeholder trust. Our Approach
SUNY Schenectady chose The Baker Agency in a competitive bid process to deliver a multi-faceted communications program. We developed and maintained relationships with local and regional media proactively pitching stories highlighting SUNY
Schenectady’s achievements, programs and thought leadership. Press releases, media alerts, op-eds and press conferences ensured consistent, positive coverage.
Our team crafted a vibrant social media presence across platforms like Facebook, Twitter, Instagram and LinkedIn. We produced engaging content and ran targeted campaigns to reach both prospective and current students, alumni and the local community.
We designed and executed strategic advertising campaigns including digital, print, radio and outdoor billboards to promote enrollment periods, special events and new academic offerings. Our data-driven approach maximized ROI and message reach.
The Baker Agency created compelling video content to showcase student success stories, faculty expertise, campus events and the completion of the new Esports arena. These videos were distributed on social media, the college website and in paid campaigns, amplifying SUNY Schenectady’s message and appeal.
During challenging moments, such as the COVID-19 pandemic and other unexpected events, The Baker Agency guided SUNY Schenectady through timely, transparent and empathetic communications. We prepared statements, coordinated with media and counseled leadership to protect the college’s reputation.
Results
Throughout the partnership, SUNY Schenectady enjoyed consistent positive media coverage in local and regional outlets, which elevated the college’s public profile. There was significant growth in social media following and engagement, expanding the college’s digital footprint and helping to reach new audiences. The college experienced increased student applications and enrollment during key campaign periods as a result of targeted communications and advertising efforts. Community awareness and support for SUNY Schenectady’s initiatives grew, strengthening the institution’s ties with local stakeholders. The Baker Agency also effectively managed crises, preserving stakeholder trust and protecting the institutional reputation during challenging times.
Finally, the college achieved enhanced brand consistency across all communications channels, ensuring a unified and professional image in every interaction. The Baker Agency’s long-term partnership with SUNY Schenectady demonstrates the impact of a strategic, integrated communications approach in advancing the mission of a vital educational institution.