University Transfer Programs Overhaul
Helping students see Madison College as the first step toward a bachelor’s degree.
The Challenge
Madison College doesn’t offer bachelor’s degrees, but it does offer two-year associate degree transfer programs designed for students who want to start at Madison College and then transfer their credits to a four-year institution to finish their degree.
Despite these robust offerings, recruiters repeatedly heard a common objection from high school students and their parents:
“I want to earn a bachelor’s degree, so Madison College isn’t an option.
This misconception meant many prospective students weren’t even considering Madison College, missing out on lower tuition, smaller class sizes and personal attention.
The Opportunity
The Wisconsin Technical College System rebranded “Liberal Arts Transfer” programs to University Transfer programs, a perfect opportunity to:
- Showcase these programs clearly and prominently.
- Explain how they work and the value they provide.
- Reposition Madison College as an affordable, high-quality starting point for a bachelor’s degree journey.
I used this opportunity to completely rewrite Madison College’s University Transfer overview page and eight individual program pages.
The Approach
These three elements were key to overhauling the University Transfer program content:
1. Audience-Centered Messaging
“Liberal Arts Transfer” didn’t resonate with families or students — and even carried unwanted political connotations. By adopting “University Transfer” language and speaking directly to student goals, we made the value proposition clear and approachable.
2. Turned Pain Points into Selling Features
One key challenge was ensuring students took the right courses in the right order for seamless transfer. Previously, students often self-advised and encountered transfer issues.
I reframed this as a personalized benefit:
“Get a Customized Academic Plan”
Your advisors will help you select the course credits that will seamlessly transfer to complete your bachelor’s degree at the four-year college or university of your choice.
3. Social Proof
I sourced authentic student testimonials to inspire and reassure prospects. For example:
- A former Madison College student is now a Postdoctoral Researcher at MIT
- Another earned a full-ride scholarship to the College of Engineering at UW–Madison
These stories counter assumptions about community and technical colleges while highlighting Madison College’s role as a springboard to success.
Project Highlights
New University Transfer Overview Page
Clear, student-friendly content outlining how Madison College credits transfer to four-year schools.
Eight Rewritten Program Pages
Each program, from engineering to nursing, business, arts and STEM, now speaks directly to student motivations while improving clarity and engagement.
The Impact
While results were measured later in broader enrollment reporting, this overhaul:
- Improved clarity for families researching degree paths.
- Increased program visibility within Madison College’s academic offerings.
- Strengthened Madison College’s positioning as a smart, affordable starting point for earning a bachelor’s degree.
Takeaways
This project demonstrates my ability to:
- Transform institutional messaging into clear, audience-first storytelling.
- Reposition perceptions by addressing objections head-on.
- Leverage authentic testimonials to build trust and inspire action.
- Balance strategic goals with SEO and UX best practices for measurable results.