Muse Creative Awards | International Advertising Awards

United States

2017

What's Stopping You Video Campaign

Entrant Company

Tarrant County College

Category

VIDEO

Client Name

Tarrant County College

Sub-Category

TV Ad Campaign

Tarrant County College students are featured in television 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. TCC's desire was to tell three students' stories and enable others to realize TCC more than likely has the answers to the question, "What's stopping you?" 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. Previous TCC campaigns focused on awareness and technical programs, but the new campaign tackled the obstacles that many students perceive as larger than they actually are. Who better to attract potential students than those who have walked in their shoes? Most college campaigns focus on the great things that happen during and after college, but many in our community think they cannot get to that point. We decided to focus on the obstacles that take place before those stages. 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. Behind-the-scenes interviews were conducted with each student, leading to inspiring content for the microsite, social media and other outlets. In these videos, the students opened up and told even more heart-touching aspects of their journeys. To view the ads and interviews, scroll down to Commercials and Behind the Scenes Interviews at : https://sites.tccd.edu/award-submissions/muse-2017/m17001-advertising-campaign.html

Vega Awards What's Stopping You Video Campaign Vega Awards What's Stopping You Video Campaign Vega Awards What's Stopping You Video Campaign
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