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The Real Deal

  • AIGA Inshow 20
  • AAF of the Midlands Silver
This Midlands institution gets the new brand it deserves to showcase just how outdated the perception of a technical college really is. midlandstech.edu/therealdeal
Results

Post-campaign analysis found that 50% of respondents had seen or heard ads for The Real Deal and 34% mentioned specific elements of the campaign on an unaided basis. Those who saw the ads were 43% more likely to consider attending MTC for college or additional career training.

Objective

Launch a new MTC brand to change perception of the College and what a technical education affords you.

Strategy

Use the art of authentic storytelling to personalize messaging for a wide variety of audiences. Whether marketing career guidance or transfer opportunities, we featured real students, graduates and employers in our efforts.

Tactics

A new visual identity gave a face to the brand, which was unveiled on all campuses and in new collateral. A fully integrated campaign launched in the Midlands, including TV, print, outdoor, social and digital executions.

Six campuses. 120 programs.

An entirely new brand meant taking all existing materials – from signage to collateral to merchandise – and revising them to meet the new brand standards. With so many campuses and numerous programs, we found out just how many opportunities we had to tell the new story.

You can get anywhere from here.

Our research found that the existing tagline for the College was not only loved, but also very true. As we approached changes in messaging, our materials continued to remind people that MTC is the place to get started.

The tale of multiple target audiences

Our marketing efforts spanned from high school students and their parents, current college students, people looking to go back to school, employers and the community as a whole. Basically, this campaign is for everyone. Our media helped to carve out specific messaging for each group.