Most every potential EGSC student would agree that they aspire to an upgraded lifestyle, but very few in the region make the connection between higher education and higher aspirations. 80% of the local population goes to work right after high school. It’s the family way. In fact, the lion’s share of our potential students would be first generation college students. As such, they have neither the parental encouragement nor the personal motivation to even consider, much less actively pursue, a post-high school education. It’s hard for these potential students to see an EGSC associate degree for what it truly is: A two-year ticket to a quality of life that is simply not possible without education.
WDM presented the campaign as a rallying cry that also contained a warm welcome - an invitation to the EGSC associate degree - while sending a strong brand message that is uniquely theirs.
Tech It Up A Level is an energetic rallying cry designed to encourage prospective students to see how York Tech can, and will, enhance their lives and bring them to a new level. The Tech It Up A Level campaign was designed to reintroduce York Tech to the region and show potential students that starting at York Tech is the path to a better life and a better future.
Looking to bring an increased level of sophistication and modernization to their marketing and to reposition the school in the minds of a community that traditionally does not graduate a lot of kids to college, South Florida State College called on WDM. After numerous group specific WDM-led brand summit meetings with students, faculty, trustees and administration, the single most important message that came shining through was that everyone who was associated with the college had a real and strong sense of school pride. Our challenge, both internally and externally, was to find a way to position and to present the school through the eyes of its people. The resulting campaign was bold and its message was EVERYWHERE.
The WDM branding process unveiled both a unique story and voice for TCL that instantly hit a nerve with our intended target audience. Young people are far more interested in the benefits they can reap from earning an education than in reading the books necessary to make it happen. Instant gratification is what today’s young people want, and that’s what they get in every single WDM-branded TCL message. IT’S WORKING. TCL is more than study and homework and classes. TCL means working. You go to school, you get a job. When the young people of the Lowcountry heard their story being told, they liked the sound of the ending-- A JOB -- and enrollment increased.
Helping African American males get an education is the goal of this federally-funded program at the Technical College of the Lowcountry. The program had a solid purpose and – for those who enrolled -- an equally solid success rate. The challenge was to get the word out to more men and make a bigger impact on the community. Our proven branding process revealed that, unlike other potential students, this specific target audience wasn’t afraid of hard work. Just the opposite. Our research revealed that the majority of African American males in our community had been raised to believe that men went to WORK right out of school and that college was just playing until one grew up. Armed with this information, we created a new positive image for the program and a branded message that changed audience perceptions. The program’s numbers are up and remain on that steady trajectory.
Neighborhood Outreach Connection is a small non-profit education directed organization with a big story. The story was so big, in fact, that both it and its intended audiences were losing something in the telling. Starting with a new logo that virtually said it all – we love it when that happens -- NOC is now engaging those intended audiences like never before. Now both the organization and the community it serves are flourishing.
KNOW2 is a South Carolina Higher Education Foundation funded pilot program designed to encourage entire communities -- employers, educators, parents and students – to embrace the belief that education is 1: Essential. 2: Attainable. Our challenge: The KNOW2 brand message had to appeal to a very broad community base from kids to moms to corporate CEOs. Today, thanks to our message and the people who heard and responded to it, hundreds of South Carolina high school seniors graduate and apply for the annual KNOW2 Scholarship, which funds a two year degree at a local technical college.
Hilton Head Christian Academy had a new headmaster who came from the Lone Star State of Texas – where everything is bigger – with a big idea of his own. He wanted to grow the school. He understood the value of a brand and knew the ultimate benefits that come with progressive marketing. He wanted all of the above, so he called us. WDM was hired to develop a professional campaign that elevated the HHCA brand and highlighted the fact that although the school graduated more than its share of National Honor Society seniors and fielded some really strong ball teams, its most fundamental differentiator was Jesus. The challenge: to tell the HHCA story in a manner that wasn’t preachy.
One of the most respected institutions for higher learning in the world, Atlanta-based Georgia Institute of Technology assumed if it were to expand with a new campus in coastal Savannah that students would come. WDM helped define the market and develop a new strategy to get the word out. The result was an eye-opening understanding of the coastal student market and the need to create marketing strategies using basic tactics that would increase the visibility and desirability of the SAVANNAH campus itself, rather than relying on the parent Georgia Tech’s esteemed name equity.