Some details
Writing by Design teamed up with Moraine Park Technical College to produce fresh radio commercials to build their brand, raise awareness of their educational offerings and, ultimately, attract new students.
We kicked off our planning with the marketing team at Moraine Park by setting the goals and direction for two 30-second ads and two 15-second radio spots. The Moraine Park marketing team provided insight into their
unique selling points and reasons to believe, and we set out to bundle them all up in a single-minded set of communications. Because we didn’t want the radio commercials to drown in a sea of sameness, we gathered a group of great minds for an ideation session to review the strategy and work up creative solutions that would help differentiate Moraine Park from other technical colleges. We analyzed their target market and researched examples of radio spots aimed at a younger generation.Assisted by an already powerful tagline, “Imagine what’s next,” we found a way to amp up Moraine Park’s unique selling points using just enough humor to catch and keep their young audience’s attention.
Our end goal was to amplify the promise that an education from Moraine Park would provide a faster route to a better life by giving each spot a distinct voice and personality. The result? A series of ads that not only help prospective students understand what they can expect from a Moraine Park education, but also break down barriers and kick common technical school misconceptions to the curb.
