Broward College: Word Campaign

The goal for this campaign was to raise awareness of BCC’s value to Broward County businesses, influencers and residents with a focus on creating opportunities, not only for students, but also within the workforce and community. Another goal was to increase enrollment and interest in the college amongst prospective students. “The Word Campaign” featured a unique word that most people don’t use or often hear. The word was then used in a statement that captured benefits associated with BCC. This concept was selected after conducting an extensive Research and Survey Phase. Next came a new brand positioning statement, logo and tagline. Every execution was paid off with: You Have Our Word. The media plan consisted of print, online, outdoor, broadcast and direct mail campaigns. This campaign results in a 22% increase in enrollment.