Building Brands Initiative

The Building Brands initiative is administered by the Michigan Community College Association in partnership with the Michigan Center for Adult College Success, with funding support from the Lumina Foundation. This initiative is part of a broader national effort to improve how community colleges engage adult learners through intentional branding, environmental design, and strategic communication. The program aligns with statewide and national attainment goals, including Michigan’s Sixty by 30 objective and Lumina’s Goal 2040, both of which aim to increase postsecondary completion rates. The initiative specifically focuses on improving access, persistence, and completion outcomes for adult learners, including those participating in programs such as Michigan Reconnect. The purpose of the grant is to support selected Michigan community colleges in developing data informed brand environments that enhance belonging and accessibility for adult learners. These environments include both physical campus spaces and virtual platforms. The initiative emphasizes three core strategies: improving campus environments through wayfinding and signage redesign, creating targeted branding and dedicated spaces for adult learner populations, and strengthening strategic communications to consistently convey support resources and a sense of inclusion. These strategies are designed to reduce barriers and improve navigation for adult students who may face unique challenges returning to education. Funding is provided in the form of subgrants of fifty thousand dollars awarded to eight selected Michigan community colleges. These funds are applied to the general institutional fund and may be used to support participation in the initiative, including staffing, meetings, travel, institutional reforms, and outreach efforts. However, there are explicit restrictions on the use of funds. The grant cannot be used for capital construction, student stipends, or advisor fees. In addition to financial support, participating colleges receive structured technical assistance, professional development, and access to subject matter experts from partner organizations. Eligibility is limited to Michigan community colleges that demonstrate a commitment to serving adult learners and improving their outcomes. Institutions are expected to have leadership support, cross functional collaboration across departments such as marketing, enrollment, advising, and facilities, and the capacity to collect and analyze institutional data. Colleges must form a project team of four to five members and designate a primary contact. Participation also requires engagement in ongoing activities such as virtual convenings, community of practice sessions, and attendance at statewide summits. The application process requires interested colleges to complete an application form, which is expected to take approximately thirty minutes. Applications are reviewed on a rolling basis after submission, and selected institutions may be invited to participate in interviews conducted by the administering organizations. Applicants must also prepare to develop and submit implementation and data analysis plans if selected, outlining timelines, milestones, and expected outcomes for their proposed improvements. Evaluation and selection are based on institutional readiness, alignment with project goals, and the ability to implement sustainable improvements. Selected colleges must commit to documenting their work, sharing lessons learned, and contributing to broader dissemination efforts that benefit the statewide postsecondary community. Deliverables include implementation plans, participation in collaborative activities, and final reporting on outcomes and impact. The program timeline begins with the application opening on March 27, 2026, and closing on April 17, 2026. Selected colleges are notified in late April 2026, with project activities commencing shortly thereafter. The initiative runs through September 2027, including regular virtual convenings and participation in the Michigan Community College Association Student Success Summit in both 2026 and 2027. Questions regarding the program and application process can be directed to Erica Orians at the Michigan Community College Association via the provided email contact.

Ensure strong demonstration of institutional readiness leadership support and ability to implement cross functional strategies focused on adult learners