SWAY - Tidewater Community College : College. Only Smarter. Walkthrough Video
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Sway partnered with TCC to shake the dated misconceptions around community college, and to position the school as a make sense option of getting students into their dream job or 4 year university — without the nightmare of crushing student debt.
Centered around the thematic of “College. Only Smarter.” we devised a campaign that deployed over 300+ deliverables simultaneously in market.
Among them were a :30 branding spot that introduced not only this new messaging, but also a fresher look, feel, and tone for the college to better resonate with its core audience. We also crafted multiple :15 vignettes targeting specific archetypes like transfer students, those seeking professional certifications, and even parents hoping to motivate their kids off the couch and into class.
A shift in strategy from traditional tactics to a more “digital first” approach meant hundreds of permutations of the campaign materials in the form of sponsored content, display units, bumper ads, social posts, and more, to connect with our audiences frequently and effectively.
Their call to action was a CRM connected microsite that, through a fun, quiz like, user experience, immediately placed visitors into the funnel — transparently mining information on where they were in their college search, and which things were most important to them. Then, at the enticement of one of over 50+ personalized, downloadable information packets, we captured their contact information for further follow-up on the college and their specific interests in it.
Additional print and outdoor materials were seeded throughout the community to reinforce the new campaign, and other college collateral was also updated to match it.
TCC’s motto has long been, “From here go anywhere” With engagement and enrollment up, TCC’s excited to see where the “College. Only Smarter.” campaign will take them.
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