PVCC “Open the Door” Marketing Campaign: 2016-2017
GOAL: Raise awareness about the upcoming semester and encourage new students to apply and register for credit classes; also remind current students that they should be registering for credit classes.
TARGET AUDIENCE: Current and prospective students and influencers in PVCC’s seven-county service region; ages 18-65+
STRATEGY: Piedmont Virginia Community College is located in rural Virginia, which requires a combination of both traditional and digital advertising given the wide age and economic demographic of its students, as well as the remote locations in which some of the students live. For example, many students do not have reliable Internet or a computer in their homes. As a result, this campaign employed a mix of print, TV, radio, digital display, and social media ads to increase enrollment.
CREATIVE: We profiled three current PVCC students, all of whom were graduating and transferring to a four-year university. We selected a wide variety of students with personally compelling stories. The idea behind the campaign was to show how PVCC helped open doors for these students and put them on the path of their future careers. The campaign began in fall 2016 and ran through summer 2017.
CREATIVE DIRECTOR/COPY WRITER: Leigh-Anne Lawrence
VIDEOGRAPHER/PRODUCER (VIDEO & RADIO): Nathan DuPriest
GRAPHIC DESIGNER: Randy Beard