EXCEEDING ENROLLMENT GOALS SINCE 2019

Situation
TCC presents an outstanding opportunity for individuals seeking to enhance their skills, transition careers, or embark on a journey toward a high-demand profession. With exceptional programs, TCC empowers high school students to expedite credit acquisition, facilitating earlier and more cost-effective enrollment in Virginia colleges. Moreover, TCC provides direct career pathways post-graduation and comprehensive financial assistance alongside a dedicated and knowledgeable faculty. Our mission is to convey to our diverse audience that TCC stands apart from for-profit colleges with exploitative lending practices, offering a superior educational experience.

Solution

BRITE segmented its diverse target groups into manageable segments and planned an omni-channel campaign customized to each audience segment. We utilized our Google Partnership experience and best practices to maximize our budget and stretch every dollar with a digital display, search, and pre-roll media plan. This was complemented by a Meta campaign, outdoor, radio, TV/Ott campaign, podcast, and sponsorships.

The campaign focused on showcasing TCC students both in the classroom, in TCC’s expansive vocational training centers, and on the job within specific career pathways, aiming to inform students about the diverse range of potential careers and pathways accessible to them. Our goal was to entice them with a “seeing is believing” approach, offering firsthand glimpses into the opportunities awaiting them.

Deliverables

TV/OTT
Outdoor
Radio and Podcast
Google AdNetwork search, display, pre-roll
Creative strategy and execution
Script writing, video production
Social media content and management