Colorado Community College System
13 colleges, 39 campuses and zero awareness.
Despite the critical role CCCS plays in the socio-economic vitality of the state, CCCS itself was unknown. Prospective learners across the state had yet to discover the tremendous opportunities that were available to them through CCCS’ 13 community colleges.
Making college affordable for all
To educate Coloradans on the state’s commitment to affordable higher education, we developed a campaign concept rooted in a Pledge — a bold promise to eliminate the real and perceived barriers holding Coloradans back from pursuing a college degree.
Implying quality through the creative
The centerpiece of our messaging strategy was an award-winning TV commercial that established a newfound position for the system and focused on changing perceptions in subtle ways.
A message worth rallying behind
Our commercial was so well-received that our media partner, Comcast, donated six months of 30-second video spots to support CCCS’s continued dissemination of their brand message across the state.