Case Studies

Case Study: MARKETING & BRANDING CAMPAIGN FOR THE TECHNICAL COLLEGE SYSTEM OF GEORGIA

THE PROBLEM: In 2017, the Deal administration engaged Advocacy Marketing Partners on a multi-year, multimillion dollar marketing and branding campaign to increase awareness and grow enrollment across the Technical College System of Georgia (TCSG). This effort required buy-in from legislators, the TCSG Commissioner, institution presidents and other community stakeholders.

Key priorities of the campaign were developing a cohesive brand and clear direction for advertising. Each of TCSG’s dozens of individual campuses were advertising on their own, with disjointed, and at times, conflicting messaging. Prior to the campaign, TCSG underwent a re-organizing initiative, bringing multiple institutions in various locations across the state under their system umbrella. There was a critical need for new websites(s), new branding, and streamlined targeting solutions. Furthermore, TCSG looked to increased enrollment and lower marketing costs per enrollment as signs of success for this new strategy.

Another priority for TCSG was to improve awareness and the overall image of colleges statewide among parents of high school students and the students themselves. Prior to the advertising campaign outlined below, research showed only 29% of parents of high school students had a favorable opinion of the technical college system. Only 20% of high school students could name their local technical college.