Community and technical colleges are navigating increasingly complex terrain. From declining enrollment to shifting workforce demands, the challenges are real—but so are the opportunities. At BridgeValley Community & Technical College in West Virginia, institutional leaders recognized a critical need to reimagine how students move through the college experience. With that clarity, they partnered with Swim to take action.
Swim’s work with BridgeValley is more than a case study in strategic planning. It is a living example of how collaborative higher ed consulting can lead to transformation that feels both personal and structural. Together, we reshaped key aspects of the student experience to remove friction, build momentum, and align every touchpoint with the college’s mission.
A Collaborative Start, Built on Listening
When BridgeValley issued a call for consulting support on a wide-ranging Student Experience project, we understood immediately that this was a partnership rooted in purpose. The college’s leadership had already laid important groundwork and was seeking a team that could bring structure, strategy, and real-world execution.
From our first meetings on campus, we took time to understand the college’s landscape. We reviewed legacy processes, met with frontline staff, and asked questions that got to the heart of how students were experiencing BridgeValley. That work led to a shared plan built not around theory, but around the people and processes that make the college move. As President Dr. Casey K. Sacks said, “We wanted a seamless experience for our students from the first touchpoint to the first day of class.” That clarity helped guide every phase of the project.
Smarter Communication from Inquiry to Enrollment
One of the most immediate opportunities was around communication. BridgeValley needed a framework for reaching students at key points throughout the enrollment journey, from first inquiry all the way to the start of classes.
Swim developed a communication strategy that delivered both structure and flexibility. We mapped every phase—initial outreach, application, placement testing, registration, orientation—and designed communications that felt human and helpful, not transactional. Our team wrote, designed, and coded automated workflows tailored to BridgeValley’s CRM system, freeing up staff time and creating a more responsive student experience.
For instance, prospective students who paused midway through their applications received encouraging reminders. Those who were accepted but had not registered received step-by-step instructions and invitations to connect. “The communications plan Swim developed has transformed how we engage prospective students,” said BridgeValley’s Director of Admissions. “Now every inquiry and incomplete application gets the right follow-up at the right time, and far fewer students fall through the cracks.”
Swim also created templates for print and digital resources—from checklists to welcome guides—making it easier for departments across campus to deliver consistent, student-friendly messaging. For a small but mighty admissions team, this shift was a game-changer.
A Roadmap for Enrollment Growth
With communication processes redesigned, we zoomed out to address long-term enrollment strategy. Swim collaborated with BridgeValley’s leadership to build a 2024–2027 Strategic Enrollment and Marketing Plan—one grounded in data, aligned with West Virginia’s workforce priorities, and tailored to the community the college serves.
We formed a Strategic Enrollment Management committee and brought together voices from across the institution. With their input, we assessed the college’s strengths and gaps, identified target student populations, and designed action strategies for recruitment, marketing, and retention. A core focus was on reaching adult learners, transfer students, and students with some college credit but no credential—populations that represent enormous opportunity for both the college and the region.
One of the most impactful deliverables in this phase was a proposal to simplify the admissions process. We recommended a one-stop model, streamlined placement procedures, and more accessible financial aid guidance. “Swim helped us articulate a clear path forward for growth,” a member of BridgeValley’s enrollment team shared. “It’s a plan that reflects both who we are and where we’re going.”
Tackling Financial Aid Complexity
If students cannot navigate financial aid, they cannot fully participate in college. BridgeValley knew this and made it a key part of the consulting engagement. Swim worked with the Financial Aid Office to map out the complete student journey—from FAFSA submission to award disbursement—and identify where confusion, delays, or drop-offs were occurring.
We redesigned several key processes, starting with Satisfactory Academic Progress (SAP). Many students at risk of losing aid didn’t fully understand what SAP meant or how to stay on track. We introduced earlier communications, built support check-ins into the workflow, and added clarity to every message.
Another focus area was the purge process, which previously resulted in students being dropped from classes due to unresolved financial issues. By updating internal workflows and building a communication timeline, we gave students more notice, more options, and fewer surprises.
To back it all up, Swim delivered a focused financial aid communications plan that included text and email templates covering award letters, missing documents, payment deadlines, and support options. As one staff member put it, “We’re having better conversations with students now, because they’re coming to us informed.”
Building Capacity Across the Institution
The heart of this engagement wasn’t just better systems—it was stronger teams. Swim collaborated directly with departments across the college to co-create solutions and support internal leadership.
We worked with IT, Institutional Research, Student Affairs, and Academic Advising to launch initiatives that spanned the student lifecycle. BridgeValley’s Data Governance Committee, which now supports consistent and ethical use of student data, was developed with input from multiple functional areas. Orientation programming was reworked based on feedback from students and staff, and a new early-alert system was designed to connect students to academic support during their first term.
Our team remained connected through it all, providing implementation coaching, leadership updates, and staff training sessions. The culture of collaboration grew stronger throughout the project, and the college’s ability to sustain these improvements grew along with it.
Measuring Success and Planning for What’s Next
BridgeValley’s outcomes speak for themselves. In Fall 2024, the college saw a 9.7 percent increase in overall enrollment and an 11 percent increase in full-time enrollment—surpassing the state average and signaling a strong rebound. More importantly, these gains were paired with internal confidence, staff alignment, and a sense that the work ahead was both important and achievable.
“These results demonstrate our dedication to innovative programming, student support, and alignment with workforce needs,” said President Sacks in a recent press release. “By prioritizing accessible education and high-quality training, we are equipping our students to thrive and strengthening our regional economy.”
Staff also reported improvements that can’t always be measured in percentages. Admissions counselors felt more prepared and better supported. Financial aid advisors saw fewer incomplete files and more proactive students. Institutional leaders gained clearer insights from dashboards and metrics, helping them make decisions rooted in real-time data.
And perhaps most powerfully, the college is now positioned to expand on this progress. The strategic plan is built to evolve. The governance structures are active and engaged. And the skills gained by staff throughout the project will continue to benefit BridgeValley long after the consulting engagement ends.
BridgeValley’s story shows what is possible when institutions commit to bold thinking and collaborative action. At Swim, we believe that successful higher ed consulting isn’t about delivering a checklist. It’s about co-building solutions that work in real life, for real people.
Every college faces unique challenges. But every college can benefit from clear strategies, thoughtful design, and a partner who’s willing to get in the trenches. We are proud to have worked alongside BridgeValley and look forward to watching their momentum grow.
If your institution is looking to improve enrollment, reimagine the student journey, or increase operational clarity, we would love to talk. There is power in partnership, and BridgeValley is proof of what that power can unlock.
