Frustrated by media that only seemed to cover the school when they heard bad news, Porter and Chester Institute came to Gavin to handle public relations and integrated marketing for their eight campuses in Massachusetts and Connecticut. Our approach aimed to shift the perception of career education while educating target audiences about the student journey and PCI’s variety of careerready programs through a campaign titled “The Future I Want, Now.”
Our earned media strategy focused on uncovering positive stories about people and events on campus that would be relevant to reporters. We focused on highlighting employer relationships and career paths with local newspapers and trade publications.
As we faced a fragmented media market, we also activated owned platforms to develop distribute and house positive content on the school blog. Blog content reinforced key messages that educated audiences about the positive outcomes of career education, programs, and services on campus.
Shared platforms were also leveraged to distribute owned content, connect with target audiences, and generate student inquiries. Specific content was created for social media, including video and shareable images that focused on the student journey, graduate testimonials and the value of career education. We targeted lead generation forms through Facebook to prospective students and supported the ads with content relevant to programs that needed increased enrollment.