FALL 2006 - ADVERTISING CAMPAIGN
District Campaign:
The District will launch an edgy youth-targeted ad with the tag line,
Donât let your present be your future
The print image and cable ads feature very old adults in uniforms/jobs traditionally held by teenagers
in the summer (e.g. some one dressed like a chicken passing out samples; pizza delivery guy; etc.)
The ad uses humor but makes a very strong point.
In focus groups, it caught the attention of younger students. It was viewed as funny, motivating,
attention getting. Older students (although they are not the target) seemed scared into acting. It had a
very powerful impact.
Because the ad is edgy, we assume some will find it offensive and/or too negative. However, the
thinking is that it is attention getting and more people to act than it turns off. This is not an image
campaign. It is designed to immediately impact enrollment.
MEDIA:
Postcard to recent High School Grads and LACC past students who are not yet enrolled.
LA Weekly; City Beat; Web banners on My Space, Monster.com & Low Rider
Cable (18-24 target: MTV, Sci Fi, BET, Comedy, Adult Swim); TVs on buses;
Street Teams
Cityâs Campaign
:
Because the District campaign is more general and youth targeted, City will put more emphasis than
usual on specific programs and 25+ year old students. Our campaign will begin the week of August 8
and run throughout the month.
MEDIA: La Opinion; Korea Times; Azaberez; LA Independent; Downtown News
Door-to-Door drop of Wilshire Ctr mini schedule + main campus ad
[Mid-Wilshire/Mid-City]
Door-to-Door drop of Fall Into City postcard
[Los Feliz/Hollywood]
Cable (25+ target);
Latino 96.3 Radio/Email Blast (youth target); KJLH Sundays (parent and 25+ target)
Will we advertise in university papers? Face Book? Yes. Late Fall or Winter
Have we considered My Space? Thinking about it and investigating how to advertise
LACC CAMPAIGN - Print
La Opinion, Korean Times,
Azaberez, LA Independent
LA Downtown News
NOTE:
LACC CAMPAIGN - Print
Wilshire Center Schedule
(delivered Mid-Wilshire & Mid-City
Back panel promoted main campus)
Fall Into City Postcard
(delivered Los Feliz & Hollywood)
Registration Postcard
(delivered to students of record for last 2
years)
LACC CAMPAIGN â Cable & Radio
Cable:
2 ads produced by the District last semester. The theme is college will change your life.
Each ad features a testimonial by an older student.
The first ad features a late 30s, early 40s women explaining how college has made her
a better role model for her children, she got a better job, and she is now a university
student.
The second ad features an early 30s man who came to college for a nursing degree
and has since recommended career programs to people in his family.
Both ads end with information about LACC.
NOTE: These ads also ran last semester
We also ran 10 second spots. A slide with voice over
Radio
KJLH (parent target) - 60 SECOND SPOT
NOTE: This ad also ran Summer 05
It was just yesterday you helped them take that timid step across the threshold to their first day of school. Today theyâre stepping up to the stage to collect their high school diplomas. Next step⊠collegeâŠ
Let Los Angeles City College be the right next step. Whether the goal is a bachelorâs degree or career training or even if they need help reaching college level, LACC is the perfect choice.
Because we are a public college, LACC can keep quality high while holding tuition down to just $26 per unit (California Residents).
For over 75 years, LACC has offered university transferable classes, Associate degree and career training programs, and pre-college level courses. Our Math and Debate teams and the menâs basketball team are nationally top ranked.
Financial aid is available for students living at home or independently. Find out more about grants and scholarships that never have to be paid back and low interest loans at one of our free financial aid seminars.
This Fall, the right step is into Los Angeles City College 1 888 930 LACC thatâs 1 888 930 LACC or visit lacitycollege.edu.
KJLH (older adult) - 60 SECOND SPOT
Announcer: A message from Los Angeles City College - Donât let your present be your future.
Voice 1: Iâm better than this job. Voice 2: This is not what I wanted to do. Voice 3: With the right credential I couldâŠ
Announcer: Youâve said it a hundred times but you havenât taken action. Now is the time. At Los Angeles City College, secure a better future.
In two years or less, train for a new career or to advance in business, health care, computers, early childhood education, tv production and more.
LACCâs career center can help you select the right career, prepare resumes and develop interview skills.
Or, complete the first two years of your bachelors degree at LACC part-time, full-time, evenings or even through online and weekend classes. Did you know LACC faculty are graduates from schools like UCLA, USC, Stanford, and Yale?
LACC is a public college, so we can keep tuition low and quality high. Plus, thereâs financial aid for students of all ages to help cover fees, books and even living expenses.
Voice 1: Iâm better than this job.
