By 2025, there will be over one million job openings in Indiana due to retirements. As the largest public postsecondary institution in Indiana and the largest singly accredited statewide community college system in the country, Ivy Tech has an opportunity to help the state of Indiana meet the demand for qualified workers in six fields: advanced manufacturing, information technology, healthcare, supply chain and logistics management, agriculture and construction. To meet this challenge, high school students and adult learners must be convinced that there are exciting, high-value, high-demand jobs available, and that Ivy Tech is the best way to prepare for them.
CVR created a student engagement campaign about these exciting career possibilities. In all marketing materials, rather than showing students in classrooms, we presented a vision of students’ work lives after an Ivy Tech education. Also, we modernized Ivy Tech’s marketing materials to give the school the sophisticated image it deserves as a true alternative to four-year college programs. Brochures, infographics, flyers, postcards and other printed materials alongside high-profile web videos, radio spots and outdoor boards highlighted the opportunities at Ivy Tech locations around Indiana.
Messaging developed for the strategy has been further adapted into more outward-facing materials, including new student materials that create a consistent look and message for every campus touchpoint. CVR is also developing a brand anthem based on the Our Community Works philosophy.