Palm Beach State College, the county’s largest institution of higher education, has launched a new advertising campaign to elevate its image, raise awareness of its diverse academic programs and encourage students to make PBSC their top choice.
The “Level Up” campaign launched in digital media channels, including targeted display, mobile, social and streaming music. PBSC plans to ramp-up the campaign to include cable TV, radio, and mall and print advertising. World Cup sponsorships and ads in targeted African-American, Haitian and Hispanic publications and on Hispanic TV stations are also elements of the campaign.
Designed by IdeaBar, a full-service advertising agency, the campaign targets four key audiences, dubbed strivers, reinventors, explorers and influencers. It features captivating split face imagery, reflective of the college’s diverse student population, and encourages individuals to envision a transformation from who they are today to who they can be in the future with an education from PBSC. Bold relevant headlines such as “From Undecided to Undergrad,” “From Homeroom to Healthcare,” and “From Cubicle to Corner Office” aim to capture their attention and speak to their personal and professional goals. The campaign reinforces PBSC’s more than 130 programs of study.
“The campaign is an expression of the PBSC brand promise of providing a transformative educational experience that improves our student’s quality of life and our community,” said Rachelle Franklin, interim director of college relations and marketing. “Today’s students are seeking a progressive, higher level learning institution that is affordable, easily fits into their life and is dedicated to help them to rise to their own potential.”
The campaign is part of PBSC President Ava L. Parker’s drive to build on the 84-year history of the college and to ensure residents understand its value and impact on the community.