Welcome one and all

CCRI asked us to build their brand perception, raise their favorability and increase enrollments. The messaging needed to be inclusive and talk TO the students, not AT them. Plus, we wanted prospective students to know CCRI would not only give them a high-value, quality-based education but a path to a successful career.

With a diverse, non-traditional student body that includes adult learners, CCRI understands these individuals are looking for access to a solid education that can lead to careers. So, a rational yet emotional approach that promised opportunities was needed.

Having that insight of access and outcomes, we developed our WECOME ONE AND ALL campaign. We highlighted the word “community” to promote our inclusiveness and to create an emotional sense of belonging and support. We recognized our students as Thinkers, Doers and Achievers and invited others to join them at CCRI. The school’s strong value propositions, like free tuition for Rhode Island Promise Scholars and streamlined transfers to four-year universities became prominent selling messages. And finally, consistent core brand elements were featured across all platforms: TV, radio, digital and OOH.

Going on campus and capturing student life in our videos also played a vital role in communicating all that CCRI had to offer. Our four campaigns targeted the general student body, adult learners, high school students who were interested in early college credits and Rhode Island Promise Scholars. Individual messaging and imagery spoke to each audience and addressed their needs. Proving our campaign’s promise that we truly welcomed one and all to CCRI.