Based on extensive research, interviews, and surveys with students, faculty, staff, and community leaders, we identified the best way to showcase LRCCD’s programs was by having real students and alumni tell their own stories.
For this campaign, authenticity was paramount to ensuring student stories showcased relatable obstacles that many students face—and how they were overcome. Additionally, many of the stories naturally demonstrated the role LRCCD played in its students’ academic and life achievements, positioning LRCCD as a major contributor to these students’ subsequent success, their “Smart move.”
The idea behind this messaging was about more than positioning LRCCD as the best choice for prospective students. It was about spotlighting the students themselves—their personal journeys and life challenges that led them to choosing LRCCD. It was about them making their “Smart moves,” a celebration of LRCCD’s students’ dedication and tenacity to creating the lives they wanted on their terms.
This approach created a real connection for potential students, seeing themselves and their own pathways reflected in the stories of their peers. Our plan included robust storytelling components, from featuring diverse audiences and stories, to delivering those stories through mobile-friendly and content-driven formats. This ensured we reached target audiences in their preferred environments, using messages that applied directly to them, and inspired clear actions.
Additionally, in order to drive consideration and increase enrollment for programs, all materials, advertising, and messaging were designed to feel true and be relevant to the audiences we were trying to reach. We not only had to show how the programs offered met their needs, but also how these institutions nurtured their students’ future prospects by developing deep connections with employers and leadership within their communities and regions.