United States

2017

What's Stopping You? Social Media Campaign

Entrant Company

Tarrant County College

Category

SOCIAL MEDIA

Client Name

Tarrant County College

Sub-Category

Social Media Campaign

Tarrant County College students were featured in the #TCCSuccess campaign. The campaign profiles a recent high school graduate studying dance, a mother of three learning culinary arts and a U.S. Army veteran training to become a firefighter... each of whom overcame various obstacles to find success at TCC. Tarrant County College's mission is to provide affordable and open access to quality teaching and learning. Through archetype research, TCC was determined of the project, to be 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?" social media campaign was designed to showcase what TCC does best: give students the help they need to overcome challenges and find their own version of success. The campaign impacts TCC as a whole by communicating stories about how the College continually drives student success. The campaign leverages TCC's brand by telling student success stories in their own words, resulting in one of our most successful campaigns to date. The team sought to create a campaign that was about more than winning a prize or sharing a post. It was about creating organic conversations, comradery and encouragement among students. The objective was to build a campaign to encourage people to consider what is preventing them from pursuing a degree. The message would propose solutions to common obstacles of time and money. This campaign would reflect the marketing campaign that was running simultaneously. The students' stories were shared in an integrated six-week social media campaign, utilizing eye-catching photography and videos and heartfelt quotes. Students and alumni were given chances to submit their own #TCCSuccess stories throughout the campaign.

Vega Awards What's Stopping You? Social Media Campaign Vega Awards What's Stopping You? Social Media Campaign Vega Awards What's Stopping You? Social Media Campaign
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