PVCC “What You Make It” Marketing Campaign: 2017-2018
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: two traditional students who were transferring (and had already been accepted to four-year colleges) and one nontraditional student who had come to PVCC for career enhancement and technical skills training. We worked with the students to identify what made them unique, creating a list of attributes for each student that he or she personally identified with (e.g., campus leader, father, veteran, etc.). The idea behind the campaign was to show the many facets that make up each individual and how college is a part of his or her journey. The campaign began in fall 2017 and will continue through summer 2018.
CREATIVE DIRECTOR/COPY WRITER: Leigh-Anne Lawrence
VIDEOGRAPHER/PRODUCER (VIDEO & RADIO): Nathan DuPriest
GRAPHIC DESIGNER: Erin Chilton