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Branding & design
Branding | Advertising
about this project
The campaign uses metrics to keep the messaging fresh, while allowing us to deliver constant optimization across tactics.
THE CHALLENGE
Tidewater Community College competes with a large number of community colleges within the state. Their core target group, 18-24 years old, often feel lost and overwhelmed about their future. They struggle to understand how to start the enrollment process and which curriculum to pursue.
THE INSIGHT
We soon identified that Tidewater Community College’s communications needed to shift from promoting the affordability factor and instead communicate their true benefit—their welcoming faculty and staff and their ability to mentor, aid and advance their students toward a bright and transformative future.
THE SOLUTION
BXTW began by creating a TV/OTT and social media campaign that featured the TCC faculty and staff speaking on camera about how they are “here to help”—demonstrating TCC’s personalized approach to simplifying the enrollment process and educating students about opportunities and pathways to high-demand careers. TCC builds relationships with each of their students on their path to transformation—the key to increasing enrollment.
Leveraging the success of this campaign, today we run a monthly social media and SEM campaign focusing on gaining skills for in-demand careers in half the time and at half the expense as a four year college.
OTT Sopt
The campaign which is driving great results, uses metrics to keep the messaging fresh allowing us to deliver constant optimization across tactics. We are promoting both ongoing enrollment, as well as just-in-time programs as needed, maintaining the flexibility to respond quickly as needs change.
Digital Display
Digital Display
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Digital Display
