Located in Little Rock, Arkansas, the University of Arkansas - Pulaski Technical College (UA-PTC) had a few goals. For one, they wanted to reach their prospects where they are, find a message that got to the heart of why they decide to go to college and show them that with aid they can afford education. They needed to challenge expectations for their target audiences:
- Traditional students (including CTE prospects and those looking for a transferable program).
- Adult learners (including non-credit and certificate seekers).
Second, UA-PTC was battling their reputation of being "the culinary school" or the "school up the hill." They offer culinary programs, but their offerings extend far beyond that. We needed to challenge their brand awareness.
As such, it became clear to us that selling the notion of changing perspectives on “expected” is about more than just a generic campaign — it takes a unique approach that directly and genuinely depicts how what makes a college student means something different for each individual. It means the skills they've built can translate to something different — perhaps even something more lucrative for bolstering their future career path.
