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Shifting perceptions about community college in Santa Barbara.

Santa Barbara City College (SBCC) faced a disconnect between the quality education they offered and how the community perceived them. They needed to reposition themselves in the local community and highlight their value.

The Challenge

SBCC needed to overcome outdated perceptions and demonstrate how they serve as a valuable resource for career advancement and community impact.

Our Approach

Working closely with SBCC, we created a strategy that highlighted their programs as the NEW higher education: flexible, affordable, cutting-edge and directly tied to personal and community success.
Rather than focusing on immediate enrollment tactics, we developed a campaign that built brand awareness through authentic storytelling.

Our multi-channel approach included:

Digital outreach through paid search, display ads, and Meta campaigns
Strategic placement at everyday touchpoints like gas pumps and Spotify
Community integration through partnerships with local businesses
High-visibility placements including wrapped Santa Barbara Trolleys
Street-level walkway decals throughout the community

The Results

The campaign transformed how Santa Barbara residents viewed their community college:

8% increase in community familiarity with SBCC
10% increase in “Excellent” or “Very Good” college rankings
21% increase in perception of positive community impact
11% increase in likelihood to recommend SBCC
32,000 website visitors (with 21,000 being new visitors)
62% of adult learners recalled seeing information about SBCC

Through strategic positioning and authentic storytelling, we helped SBCC claim their rightful place as a valuable community asset that delivers real career advancement and enriches the entire region.