The Challenge:

Over the years RSA has worked with Western Dakota Technical Institute to develop cohesive marketing strategies incorporating television, radio, and print materials. This time WDT needed a campaign targeting nontraditional students, with a focus on night and online courses.

The Solution:

WDT offers flexible options for working adults to earn a degree and develop the skills necessary to make a life change. Our goal was to target people who were unhappy in their jobs and thinking of trying a new career. After spending some time creating a concept to grab the attention of WDT’s target audience, we produced a series of television spots putting everyday people in terrible job situations – with an appeal to enroll in courses at WDT and eventually land a dream job.

The Results:

The commercials struck a chord with WDT’s desired audience, as the school recently celebrated three consecutive semesters of record enrollment. In addition, RSA received a number of awards for the commercial series, including both a Gold and Best in Show Addy from the Black Hills Advertising Federation, a Best in Show Award from Higher Education Marketing Magazine, and a Platinum MarCom Award from the Association of Marketing and Communication Professionals.