Focus group data showed that CCBC had solid name recognition – even in a market overcrowded with college marketing. All we had to do was position community college as a smart decision and CCBC as the leader of local community colleges.
We produced a series of commercials that served as empowering anthems addressing the top issues with traditional schools (based on focus group data).
Characters in the commercials were relatable, passionate, and always in motion. Branding was kept to a minimum to maintain a more elegant, less salesy feel.