Challenge:

San Diego’s College of Continuing Education (SDCCE) faced a critical recruitment challenge: attracting younger students on the cusp of high school graduation. Their programs had historically targeted older learners, creating misconceptions that prevented younger audiences from seeing SDCCE as a viable path forward.

Our Approach:

We recognized that younger students needed to experience SDCCE firsthand to understand its value. Through collaborative strategy sessions, we developed a campus exploration concept that would:

• Create immersive on-campus experiences where students could visualize their future
• Develop vibrant, aspirational creative that resonated with younger audiences
• Craft messaging that clearly articulated the path from SDCCE programs to career success
• Engage parents alongside students in the decision-making process

Rather than simply telling young people about SDCCE’s programs, we showed them through strategically designed Exploration Days—events that allowed students to step into their potential futures and see themselves succeeding.

Impact:

The initiative addressed the exact clarity these students were seeking—a defined pathway to economic mobility. When presented with this clear vision of their future, students took decisive action:

43% increase in Fall 2022 registration

This case study demonstrates how understanding the deeper needs of a community—in this case, younger students’ desire for clarity and direction—can transform outreach from simple promotion to meaningful connection that drives real results.