Ogilvy, one of the largest marketing communications companies in the world, and MeringCarson, a California-based advertising firm, have joined forces on a $6 million public relations and advertising campaign, to rebrand Career Education in California on behalf of the California Community Colleges.
The campaign speaks to prospective students, parents, counselors, employers and other stakeholders, promoting the benefits of Career Education as an affordable, accessible pathway to a rewarding career.
Key campaign components include paid traditional, social and online advertising, multicultural outreach and events, social media, employer engagement and online videos.
Career education programs offer the hands-on, practical training needed to earn a certificate or begin a path towards a bachelor's degree. Programs include: 3D Animation, Advanced Manufacturing, Biotechnology, Culinary Arts, Digital Media, Web Programming and more.
"Career education from the California Community Colleges is an important, yet under-recognized part California'seducation system," said Ogilvy executive vice president Misha Gutierrez. "With studies indicating that the lack of a skilled workforce could threaten California's growing economy, we are thrilled to be part of the team helping solve a growing problem."
The Public Policy Institute of California predicts that by 2025, California may face a shortage of workers up to 1.5 million, without enough postsecondary education to meet workforce needs. In addition, research conducted to inform the development of the campaign revealed only 16 percent of current community college students are familiar with career education, while 46 percent have never heard of it. Among prospective students, more than 60 percent do not know about career education.
"The message of this campaign is that these programs lead to good-paying jobs," said Paul Feist, vice chancellor for communications and marketing for the California Community Colleges. "We aim to change perceptions about career education so more students will take advantage of these programs and get connected in a meaningful way to this new economy, which is unforgiving for people without skills and credentials."
Edited by G. Davila