- Consumer
- Marketing and Advertising
- Paid Media
Delaware Technical Community College
Sharing How One Community Built an Entire State
When is a school more than a vocational school? When it can build up an entire state. As the only community college in Delaware, Delaware Technical Community College had a unique story to tell. Not only did Del Tech offer an affordable, boots-on-the-ground alternative to increasingly expensive universities, but Del Tech grads also made up a large part of Delaware’s workforce.
The Strategy
Out of this idea was born the anthemic “Del Tech Makes Delaware” campaign. Through video, OOH and digital, we reinforced that the frontlines of Delaware’s workforce were built here.
Then a pandemic happened. With new times came a need for a new tone. Aspiration needed to take a back seat to action. People needed a push to get back. So we evolved this campaign to show that Del Tech doesn’t only make Delaware—they make it easy to overcome any hurdle that may be in your way to getting an education. From this idea, we developed our new campaign, showcasing how Del Tech makes affordable tuition and an in-demand career possible.
The Next Chapter
The world has changed, and the messaging needs to match. In our latest evolution, we’re taking that big brand message and tailoring it to a more actionable theme. To eliminate barriers to enrollment, we’re showing exactly how Delaware Tech “makes” higher education possible. This campaign uses a little humor and a lot of offerings to show how Delaware Tech is meeting students where they are.
The Success
This award-winning work continues to inspire action, as Del Tech continues to look to the future. The campaign has delivered over 7 million impressions to potential students, resulting in 131,000 clicks to the website. The display banner ads have served over 2 million impressions, with an average CTR of 1.04%, which is over four times the vertical benchmark.
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