National Student Clearinghouse

The National Student Clearinghouse is the foremost source of postsecondary education data and insights for education leaders, businesses, learners, and researchers.

In 2019, the Clearinghouse was met with challenges introducing new products, growing existing products, and generating engagement with its offerings.

To increase market share and revenue, the Clearinghouse sought to update its brand to accurately reflect its mission, embody its ambitions, and speak to its diverse audiences, as well as produce robust digital marketing and communications strategies.

Through our research, we identified the gaps between Clearinghouse’s four key audiences and devised strategies to speak to each one. We developed both overarching brand strategy and messaging framework targeted to each sub audience that underscored Clearinghouse’s use cases and benefits.

To further elevate the Clearinghouse brand, we developed:

●      A universal nomenclature that would fuel brand equity

●      Named service lines that aligned with target audiences

●      An organized system for all disparate products

●      Criteria for keeping related products separate only where there is a clear marketing or technical rationale

Through our collaboration, the Clearinghouse could better articulate its core offerings, explain how the products supported its mission, cross-sell products down the line, and grow in a control and organized fashion.

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