Houston Community College (HCC) is an open-admission, public institution of higher education offering a high-quality, affordable education for academic advancement, workforce training, career development, and lifelong learning to prepare individuals in our diverse communities for life and work in a global and technological society (source). Houston Community College offers branches in Houston, Katy, Spring Branch, Alief, Stafford, and Missouri City. As you can infer, HCC is a staple in Houston’s education sector. With over 100,000 students at any given time, they’re leading the way in Houston for Associate’s Degrees, Certificates, Occupational Skills Achievements, and Transfers to major universities.
With such a broad, diverse reach, HCC wanted to get creative with their next marketing campaign and utilize video to show what it's like both during and after your tenure at HCC. The initial project brief included a request for a large-scale commercial campaign. HCC requested video ads for this campaign, which needed to be showcased on traditional and digital media outlets. In collaboration with another agency, Deutser, we produced a set of 13 commercials, including 30-second and 15-second versions, in English and Spanish.
Through our case study, we broke down how we accomplished this creative project with HCC, which had tight deadlines and budgetary restrictions, through our modular creation process. Not to give away all the goods from the case study, but our process includes the following steps: Discover, Strategize, Create, Manage and Leverage. Learn more about our process, here.
Check out the full case study,here. And watch all the videos from the project,here.