BACKGROUND
The Admissions team at Johnson County Community College uses a range of tactics to expand awareness and drive student enrollment. One suite of tools includes print materials handed out in-person at events and meetings, featuring a comprehensive JCCC Viewbook, a folder with targeted inserts, banners, cards and swag. Other channels include seasonal direct mail campaigns, outdoor advertising, bus wraps and digital marketing.
CHALLENGE
As the College emerged from the covid-19 pandemic, there was a distinct need to refresh marketing materials and align with the changing educational landscape.
SOLUTION
In 2021, I refocused external communication on students, primarily using images of those who were inspired, determined, active and engaged. Teamed with my writing teammate, we also developed a spreadsheet of headline and copy combinations that became a valuable resource for admissions campaigns year-to-year.
Art direction & design // Chris Ralston Writer // Kristi Stanley Photography // Susan McSpadden Printing // JCCC Printing Services
