Our Approach
We began by understanding the real barriers keeping working adults from pursuing further education. Through deep research, we discovered these potential students weren’t just looking for “more school” – they wanted transformative career changes but felt constrained by their current circumstances.
Our research revealed these adults were actively seeking solutions, primarily online and through trusted community connections. They needed to know how they could balance work, family responsibilities, and education while managing the financial investment.
We developed the “Meet Future You” campaign with messaging that spoke directly to these concerns. Using both English and Spanish across targeted digital platforms, we emphasized the accessibility, flexibility, and career-changing potential of LRCCD’s programs. Rather than generic education marketing, we positioned Career Education as the strategic path to a sustainable career, not just another job.
Impact
The campaign delivered powerful results by meeting potential students where they were already seeking answers:
- 74% new visitor website traffic – drawing previously unreached audiences
- 5.21% increase in Spring 2023 enrollment – reversing previous enrollment trends
- 94,000 potential new students reached in just 22 weeks
- 22,800 website sessions for Career Education program pages
By understanding community needs and regional workforce gaps, we created a powerful connection between individuals seeking better opportunities and the educational pathways designed specifically to fill critical employment needs in the Sacramento region.
