Regional Career Education Marketing & Branding

Project Description

The Regional Career Education Marketing and Branding project is devoted to increasing the visibility of the vast array of Bay Region Career Education programs, and elevating the image of Career Education among prospective students (and the people that influence them). Initially resourced by combining SB 1070, DSN and CTE Enhancement Funds, and most recently supported by Strong Workforce Program regional funds, the project has conducted research, developed marketing assets (e.g. videos, posters, digital media) and launched a regional paid media campaign. The committee contracted with MeringCarson, a well known marketing firm and has worked with Public Information Officers and CTE or "Career Education" leaders across the region to inform the project, and to ensure it enhances rather than duplicates individual college marketing efforts. The project caught the attention of the Chancellor's Office and efforts are now underway to leverage Bay Region efforts into a broader statewide/system wide CTE Marketing and Branding strategy.
 

Contacts 

Sharon Turner, EdD, MPH
K-14 Pathways - Regional Technical Assistance Provider (TAP)
Foothill College, Sunnyvale Center
Office: 408-745-8065
Cell: 415-786-0705
Email: turnersharon@fhda.edu
Janine Spadafore Kaiser
K-14 Pathways - Regional Technical Assistance Provider (TAP
(510) 542-9138
kaiser@compasspolicy.com

Newletters (including links to marketing toolkit & resources) 


September 2017 

Bay Area Career Education

Phase I of Regional Marketing Campaign Complete!

Significant Outcomes During Summer 2017


This summer, the Bay Region ran its first ever coordinated regional CTE "Career Education" paid media campaign, with great success. The campaign theme "We Learn by Doing" is designed to raise awareness of the unique benefits of Career Education at California Community Colleges, build on findings from focus groups, and align with the statewide marketing and branding effort.

Between mid May and the end of July 2017, regional Career Education ads ran in all Bay Area counties, through local cinemas (these theaters and movies), Youtube, programmatic video & display, social media, internet search and internet radio. 

For the 70 day campaign period between 5/22 and 7/31, we saw:

  • 49.7 Million Impressions
  • ~139,000 Ad Clicks
  • ~89,000 Site Sessions and 32,000 Onsite Actions(on CCCLearnByDoing.com/BayArea
  • ~1,500 clicks on "Apply" directly from the site, and nearly 14,000 clicks on individual colleges
  • 1.9 Million completed video views on Clearstream TV, and 768,000 completed views on YouTube
The outcomes above reflect the direct impacts of the Bay Region's Career Education campaign. Activity was further amplified by the State through radio advertisements and news coverage. 
 

Key Lessons for Phase II of Regional Marketing

Below are a few additional lessons learned from Phase I, that will help guide Phase II. 
  • Spanish-speaking audiences were more engaged than English-speaking ones (time on site was longer, video views longer)
  • Cinema (NCM) and Pandora Internet Radio drove the most volume of engagement
  • Search was very cost effective, and drove connection with the most engaged prospective students (though this is a very competitive space, so required mid-campaign adjustments)
  • Top geographic areas of click activity were San Francisco, San Jose, Oakland and Richmond
  • Adv. Manufacturing, Retail/Hospitality/Tourism and Small Business assets consistently rose to the top in terms of performance across all tactics

Have you Leveraged the Regional Campaign?

Download Digital Banners and Other Resources Below

Download Digital Banners Here! - PW: CCD!2017

Career Education Marketing -
You don't have to reinvent the wheel!

All of the marketing collateral developed through this campaign is available for your use.

Access everything through the Online Toolkit at cccmarketing.org(password for all listed below is: CCD!2017).

Access the Online Toolkit - PW: CCD!2017
Visit the Public Campaign Website

About the "We Learn By Doing" Campaign

In 2016, the Bay Area kicked off a regional process to raise awareness about the value of our CTE ("Career Education") programs among potential students in the Bay Area. Regional partners, including the SB1070 consortia and Deputy Sector Navigators, contributed about $1.2 million towards this project.

About the Campaign Theme: The campaign theme "We Learn by Doing" is designed to emphasize the unique benefits of career education at California Community Colleges, building on findings from focus groups. Our target audiences are aged 16-24 and their influencers (aged 25-54). The regional campaign is aligned to the statewide marketing and branding effort.



June 2017 

Bay Area Career Education

Regional Marketing Campaign Is Live!

In 2016, the Bay Area kicked off a regional process to raise awareness about the value of our CTE ("Career Education") programs among potential students in the Bay Area. Regional partners, including the SB1070 consortia and Deputy Sector Navigators, contributed about $1.2 million towards this project.

We are thrilled to announce the campaign is now fully live, with all marketing videos and collateral available, and the paid media campaign up and running. 

About the Campaign Theme: The campaign theme "We Learn by Doing" is designed to emphasize the unique benefits of career education at California Community Colleges, building on findings from focus groups. Our target audiences are aged 16-24 and their influencers (aged 25-54). The regional campaign is aligned to the statewide marketing and branding effort.

Paid Media Campaign - Early Outcomes

Building on the videos, posters, postcards and digital assets shared with Bay Region stakeholders in March 2017, the regional career education marketing effort launched its paid media campaign in May 2017, and will run through the end of July and serve all Bay Area counties. The paid campaign includes local cinemas (these theaters and movies), Youtube, programmatic video & display, social media, internet search and internet radio. 

In the first two weeks of the campaign we've seen the following preliminary outcomes:

  • 9.7M impressions
  • 30K clicks
  • 19K site sessions
  • 37 seconds average time on site
  • 200K video views, with a completed view rate of 48%.

Leverage Marketing Resources at Your College

All of the marketing collateral developed through this campaign is available for your use.

Access everything through the Online Toolkit at cccmarketing.org(password: CCD!2017).

Other ways to leverage include:

Access the Online Toolkit - PW: CCD!2017
Visit the Public Campaign Website