Muse Creative Awards | International Advertising Awards

United States

2017

What\'s Stopping You? Advertising Campaign

Entrant Company

Tarrant County College

Category

ADVERTISING

Client Name

Tarrant County College

Sub-Category

Advertising Campaign

Tarrant County College students are featured in television and radio spots, bus benches, movie screens and other advertising venues as part of TCC's marketing campaign. Ads asking, "What's Stopping You?" target prospective students and feature profiles of three currently enrolled students who overcame obstacles to find success at TCC. TCC is positioned as a "caregiver" and "everyman" brand, seeking to reach key target audiences in their world and speak to them in their language. The "What's Stopping You?" campaign was designed to showcase what TCC does best: give students the help they need to overcome challenges and find their own versions of success. A high-frequency, high-touch media plan was developed to include network and cable television, cinema, radio spots, streaming music, digital advertising, social media campaigns, out of home and transit advertising and print advertising. A microsite was thoughtfully designed as a landing page for the campaign. Advertisements drove potential students to tccd.edu/success, where they could find ways to overcome their obstacles, as well as view more student success stories.

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