Muse Creative Awards | International Advertising Awards

United States

2017

What's Stopping You? Radio Spots

Entrant Company

Tarrant County College

Category

AUDIO

Client Name

Tarrant County College

Sub-Category

Radio Campaign

Tarrant County College students are featured in radio spots 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. The campaign impacts TCC as a whole by communicating stories about how the College continually drives student retention and student success. The campaign provides important opportunities for those who may not otherwise consider themselves "college material" to receive the education they need to pursue meaningful careers. To determine key target audiences, TCC developed primary, secondary and tertiary targets through market research. These determined our three main student groups: first-time-in-college 22- to 26-year-olds, people making life transitions and those making career transitions. Audience segmentation research was implemented, as well as an assessment of media opportunities to enhance academic reputation within these three groups. TCC then evaluated local platforms that reach specific targets and how they consume information, according to lifestyle. Three students were selected: 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 explained why they chose TCC. The narratives show the District through students' eyes and offer a behind-the-scenes look at the dance and culinary arts programs and the firefighter training facility. The featured students were selected based on recommendations from TCC faculty and staff.

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