The Story  

Orleans Technical College in Philadelphia—part of JEVS Human Services—is a nonprofit post-secondary school that teaches individuals new skills to work in the building and construction trades. With state-of-the-art facilities and dedicated instructors and staff, Orleans has a long history of producing immediately employable graduates. Because its certification programs are short—typically six months—Orleans has a constant enrollment cycle that demands new classes be filled regularly. For 2020, Orleans raised its goal for student starts to 280, while also seeking to mitigate student drop-off between inquiry and when classes started.

The Strategy  

After evaluating the existing Orleans brand and assessing our new challenges, the AB&C team developed a new, elevated creative direction. It combined a sophisticated visual approach with new messaging that spoke to ambitious, motivated men, women and veterans looking to thrive in a new hands-on career. In order to reach the right candidates with the right message at the right time, we took a deep dive into research to determine where students were coming from. We also looked at behavioral tendencies as well as what media tactics—digital plus an out-of-home awareness campaign—offered the strongest ROI.

The Success  

The new strategic creative direction and media strategy have combined to not only increase leads but also surpass the goals Orleans set forth at the beginning of the fiscal year. Currently, at two-thirds of the way through the campaign, we’ve secured more than 85% of the leads needed for the fiscal year. The school is enrolling the maximum number of students allowed per class and is now placing a significant number of students on a wait list or deferring them to a later start date for specific classes.

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Branding
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Overarching brand video
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Print ad
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Paid social posts
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Static banner ad
Animated banner ad