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ORANGE COUNTY PUBLIC SCHOOLS

REBRAND

Industry: Public Service,

IDEAS.

Orange County Public Schools Career and Technical Education (OCPS CTE) provides short-term practical career training, most often resulting in an immediate job opportunity. They partnered with Evok to help increase awareness of its programs and services in order to increase enrollment rates.

WORK.

The solution was to create an integrated, multi-media advertising program to stimulate action. The campaign communicated key strengths as an educational provider with a goal of creating more awareness and enrollment opportunities for the four Tech Centers within Orange County.

The campaign was strategically optimized to reach the tight geographic segment of Orange County within the Orlando DMA. Media vehicles included cable television with interactive ads, in-cinema advertising in theaters located within Orange County, and radio on specific stations with listener demographics that matched the enrollment target of the Tech Centers. Finally, we produced the first “Brand Manual” for the Career and Technical Education Department.

RESULTS.

40% increase

website visits during peak advertising period

100 calls

per month after campaign

1,344

highly qualified prospects

3%

conversion rate

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