The truth is that the message was right for the audience. Prospective students were drawn to the idea of quick gratification (“get your degree fast”), tuition assistance, job placement and teachers that care. This was a delivery problem: Using the same model – student/teacher testimonials – created a vortex of vanilla.

Keathley Advertising created an approachable, stand-apart brand, supported by a campaign the reached the audience at multiple touch points. Messaging tapped into the emotional mindset of the target audience. Rather than asking prospective students to get on the fast track, we asked them to explore their passion.

            Blend into the background message: “Get on the fast track to a job in the competitive field of veterinary technology in less than a year!”

            Relatable, stand-apart message: “Are you a fan of sloppy wet kisses? You might be perfect for a career as a vet tech.”

We developed LearnWhatYouLove.com to provide more information that compelled action. “Learn What You Love” transcended URL status to become our tagline. Billboards, transit, radio, print and PR worked together to propel a message that spoke from the heart.

Results: Since campaign inception, Stautzenberger College has consistently met or exceeded enrollment goals. The college has expanded its campus and degree program offerings. In 2009 the school experienced a 110% leap in enrollment, even when Northeast Ohio was mired in a down economy. The average growth rate among competitor schools was a mere 16.4%, with some programs experiencing as much as a 30% decline in enrollment.