The Association of California Community College Administrators (ACCCA) engaged 25th Hour Communications to conduct a study of its communications, recruitment, retention and organizational structure. ACCCA sought to reveal perceptions about the organization and unveil potential communications and organizational strategies to help them achieve their recruitment goals.

25th Hour developed a research design around the motivating factors for California community college administrators to join and sustain membership in ACCCA, the perception of ACCCA as an organization, its programming and its benefits to target audiences, and the strengths and weaknesses of its communications. A member survey provided data across multiple topic areas. Researchers identified key stakeholders and target audiences as subjects for a qualitative study. Using the data, 25th Hour marketing and communications strategists developed a communications plan to move the organization forward toward its recruitment and communication goals.