New England Tech

We changed the face of a technical university.


Since its founding in 1940, New England Tech proudly branded itself ‘a trade school’. When they made the transition from trade school to university, they began offering programs far beyond the trades – from nursing to advanced manufacturing to web design and development. Everything about the university evolved and changed. Everything except the perception that New England Tech was still a trade school. It was a tough label to shake.


  • Marketing and Strategy
  • Research/Focus Groups
  • Messaging
  • Lead Media Consultant/Media Buyer
  • TV, Radio, Digital & Streaming Ad Production
  • Website and Graphic Design


In 2012, the college hired Checkmate to help distance themselves from the ‘trade school’ label. Through a series of surveys, polls and focus groups, we learned that New England Tech had a very compelling story to tell – but they had the wrong people telling it. So we found the people who could tell the New England Tech story better than the college ever could – students and graduates who had gone on to become nurses, engineers, web designers, movie directors, and more. We recreated and modernized the entire New England Tech brand with a new logo, new website, new collateral materials, and an ongoing, compelling series of TV, radio, digital and streaming ads featuring these students and graduates. In short, we re-introduced New England Tech to the public as what they really are – a world-class technical university.

TV Ads

New Website

Logo Design and Re-Brand

Virtual Reality


In the last five years, while most other colleges have faced budget cuts and declining enrollments, New England Tech has grown significantly. The college has increased enrollments, added numerous majors, and expanded the campus dramatically, with an innovative new Student Center and a new 400 bed residence hall that is filled to capacity. We look forward to helping the college grow even bigger.