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Go You! Campaign

Go You! Campaign. Background. Since 2007, KCTCS has used the UK/U of L sports marketing venue as the foundation for a statewide brand awareness campaign. The creative focus for these campaigns were: Spring 2007: Recruitment focus – one ad: “Stadium.”

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Go You! Campaign

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  1. Go You! Campaign

  2. Background • Since 2007, KCTCS has used the UK/U of L sports marketing venue as the foundation for a statewide brand awareness campaign. The creative focus for these campaigns were: • Spring 2007: Recruitment focus – one ad: “Stadium.” • 2007/08 – Recruitment focus – two ads: “I Hate My Job” (non-traditional students) and “Crazy” (traditional students). • 2008/09 – Pre-advocacy campaign – two ads: Transforming Lives. Transforming Kentucky - Elevator Student and Allied Health Transforming ads. • 2009/10 – Public advocacy campaign - 3 ads: Transforming Lives. Transforming Kentucky - Elevator Transfer Student, Allied Health, and Manufacturing.

  3. Background • Time to refocus our efforts. • Focus on recruitment. • Align with KCTCS strategic goals/transformation initiatives. • New Creative objectives: • A long-legged campaign. • Communicate both our transfer and workforce/occupational missions. • Brand our transfer and workforce missions. • Maintain “Higher Education Begins Here” tagline. • Aspirational in nature. • Statewide execution with local college customization.

  4. Background • Single Sentence • KCTCS is the smart place to begin your higher education journey no matter what your destination. • Targeted Audiences • Primary Audiences • Prospective students – both high school and adults • Current KCTCS students • Parents • Counselors/teachers/administrators • Secondary Audiences • Four-year institutions • Policy makers • Business and Industry

  5. Go You Campaign • Campaign has 3 components: • Go You! • Go2Transfer • Go2Work • Campaign is designed for integration in all student recruitment vehicles which include viewbooks, program brochures, web sites, TV/radio, print ads, signage, etc.

  6. Branding Guidelines Overall Campaign Theme • Serve as the umbrella brands for all programs. • Hierarchically they should be predominant…large element and/or placed at the top of the page. • Multiple versions have been created utilizing different p Transfer Mission Branding Occupational Mission Branding

  7. Go You! Branding Guidelines • Aspirational in nature. • Should always be used in conjunction with a photo. • Graphic Treatments: • Arrow pointing left. • Arrow pointing right. • Exclamation point. • Arrows should point to individual in the photo. • If awkward, the exclamation point graphic should be used. • If necessary, the graphic may be used with a paint drip graphic to enhance visibility.

  8. Go You • Go2Transfer Branding Guidelines • Serves as the umbrella brand for all transfer materials. • Should be used to brand all materials for general education/transfer-related courses. • When used, should be featured prominently (large and near the top of the piece). • There are to be used in conjunction with photos and the arrow should always point to the person. • If the arrow does not naturally point use the non-arrow version. • But it aspirational • If necessary …..

  9. Go2Transfer

  10. Go2Transfer

  11. Go2Work Branding Guidelines • Serves as the umbrella brand for all occupational materials. • Should be used to brand all materials for occupational-related courses. • When used, should be featured prominently (large and near the top of the piece).

  12. Go2Work

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