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Marketing and Communications
New 2008 Fall ad campaign
About the campaign
CCRI has benefited from extraordinary visibility throughout the 2006-07 and 2007-08 academic years with its award-winning “Changing Lives” marketing initiative and has expanded the strategy for 2008-09. The theme has caught on internally, with many events building on the idea, and the major media in the state have taken more notice that CCRI is a place where students change their lives. In the fall of 2008, the college boasted its second highest enrollment in school history with 17,612 students as a result of the increased visibility.
The Marketing and Communications Department presented a new fleet of four ads building on that theme with the tagline, “Change your life, Achieve your dreams” during the summer of 2008. Three ads in the series focus on successful graduates of our business and fine arts programs, as well as talented student-athletes who have transferred to compete at four-year institutions. The fourth ad features employers of graduates from our health care programs. Each ad in the series shows groups of three people who have benefited from a CCRI education. In previous campaigns, the college has featured its students in the ads. Shifting the focus to graduates and employers is intended to showcase how a CCRI education can prepare a student for a career or transfer to a four-year institution.
The original “Changing Lives” concept was developed in concert with Advertising Ventures of Providence, R.I. and produced in-house by the marketing and communications staff in 2006. Key points for the campaign came from a focus group held in May that year, a review of college collateral materials and additional discussion with students, faculty and staff.
One comment consistently heard from students is that CCRI changed their lives by changing their minds. Each of these students made a choice to change his or her life and mind through education, and to achieve success, often in very trying circumstances.
In addition, the print campaign was reinforced by professionally produced radio spots that highlight the “Change your life. Achieve your dreams.” theme. The spots flooded the airwaves in August 2008 on select stations that appeal to our target markets.
