School to Career TV Show, PR and Celebrity Campaign

The Goal: Awareness of the benefits of School to Career was less than 5% with targeted markets such as parents and students. The goal was to increase awareness of the concept of School to Career so that it becomes more acceptable among parents, students and teachers.

Our Approach: On a shoestring budget, we created an ongoing campaign lasting more than three years with our media partners targeting various audiences including students and the business community as well as bringing corporate sponsors such as State Farm and Charles Schwab to the table to help support the effort. The television campaign featured such celebs as Bill Cosby and Pat Benatar, and also included interviews, events, multiple radio and television appearances, concerts, multiple radio commercials, a custom website, and both English and Spanish language applications.

The Results: An increase in awareness of more than 65% in just over a year according to independent research. Key elements of the initiative such as internships and job shadowing skyrocketed as did in school acceptance.