We were assigned to design a full roll out of information regarding a $225 million state run education system revamp. This new education system included beta testing for community colleges, and informing students and campus employees of the new system. The contract was a $1.2 million, three year award with over 29 marketing personnel involved throughout the State. It included a ‘swag tour’ of 16 colleges and an introduction and disclosure tour to 129 colleges.
Full Service Marketing, TV Advertising
How We Worked
We designed a full marketing schedule for every college that was in the state of California. Some colleges that became beta testing faculties after the initial marketing push introducing EPI had a phase two marketing strategy, as well as a plan to introduce the system to the students and faculty. Once beta testing community colleges signed up, we rolled into gear touring each campus holding faculty days and student events. This involved highly focused bespoke marketing approaches to committees and clubs on each campus with direct contact to support the understanding and advantages of the transition.
Support came within outreach of all local community newspapers, student newspapers and online blogs relative to the schools. This included web pages designed in the colors and web themes of existing schools, an award winning Flyer titled “Regina”, which systematically outlined the definition of student, and student features detailing the advantages of EPI. This also helped us initiate and create an Award winning TV Commercial we personally designed, scripted and promoted.
Once the roll out started, social media strategies utilized tag placements and bespoke ads for each college participating in beta testing for EPI. SEO keywords were installed and implemented systematically with IT departments and Directors of Public Information in the community college system. Each social media ad was synced with ads placed with newspapers and radio ads.
The final touches of our marketing program for each college incorporated two press releases. The first was a state run announcement asking for beta colleges and introducing the program, and the second was designed for students explaining the benefits with direct links to college websites we created.
The program was a huge hit for ATERO, winning a total of 3 awards by the State of California Community Colleges.