As a college with declining enrollment and a reputation for being Aurora's "best kept secret," CCA was in need of a strong brand that it could use to re-introduce itself to the community.
Process & Product
Brand development began with meetings of college stakeholders at all levels of the organization, followed by the distribution of online surveys and additional research. The unique attributes, benefits, and high-level values of a CCA education were determined.
The data collected were distilled into a new brand promise, a long-form positioning platform, and a set of brand drivers, which became the foundation for the integrated marketing campaign developed to promote the new brand.
CCA was in need of a strong brand that it could use to re-introduce itself to the community
The integrated marketing campaign employed real students and tied the new brand promise, Potential Realized, to the college vision: student success. Advertisements ran across multiple channels including digital, TV, outdoor, and movie theaters, gathering over 60 million impressions in the target market.
The results were immediate. In the 16-week period the campaign ran, thousands of inquiries were submitted by prospective students - an increase of over 300% as compared to the previous year.