The Challenge
The future starts today. Connecticut Technical Educational and Career System (CTECS) operates 17 diploma-granting technical high schools, one technical education center and two aviation maintenance programs. When it came time to launch a recruitment campaign, CTECS needed a robust digital media strategy that could break through and reach their audience of would-be students during the 2020 pandemic lockdown.
The Solution
With productions limited by pandemic safety restrictions, we pivoted how we crafted content for the campaign. We used existing video content—most of which was shot by students themselves—to focus on the future of the state’s workforce. Then we carefully edited the video assets in a way that met our strategic objectives for both English and Spanish-speaking audiences. Our simple, anthemic tagline, “The Future is for Doers,” tied the campaign together and generated positive momentum and an aspirational goal for teachers and students.
The Results
The campaign led to winning results across the digital landscape and exceeded industry standards for display banner click-through rates, pre-roll video completion rates, and social engagement.
