Services: Hispanic market consulting, general market metrics consulting, research, media strategy, planning and placement, creative services (radio, TV, direct mail, micro-site, metrics/measurement)
Latino Targets: Adult Education & Credit Students, specific targets are confidential
The City Colleges of Chicago is one of the largest city colleges network in the country, they wanted to increase the number of Latino students that enrolled in their adult education and credit programs at the various colleges. Additionally, the City Colleges wanted a specific, measurable metrics model to be built in order to track results.
We employed our Path to Insight™ process to gain an understanding of the current students in order to identify the motivating factors for college selection and hence the appropriate strategy for all the programs. Once our discovery stage was completed, we used the insights gained to develop an overall strategy for the multiple Latino targets. As part of this strategy, targets were defined, messaging was recommended, positioning was established, and creative concepts were created.
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• Strategy approach & overall strategy
• Research document/reports/finding
• Marketing plan
• Market positioning
• Identification of key Latino targets
• Key, resonating messages
• Radio & television spots
• Direct mail: brochure & postcard
• Micro-site & video
• Online banners, billboards, print ad
Due to the strategic nature of our work specific
results are confidential.
• Increase in enrollment, exact numbers are
confidential
• Development of metrics: measurement model |
