Case Studies
American Commercial College
Objective
American Commercial College (ACC), a seven-campus vocational college system based in Lubbock, Texas, enlisted Encore Multimedia to conceive and implement a total organizational rebranding and full-scale advertising campaign across all its markets in Lubbock, Wichita Falls, Odessa, Abilene, San Angelo and Shreveport, Louisiana. At the time, ACC had an outdated brand identity in the face of increasing competition from upstart vocational college competitors. ACC needed a new look in addition to a fresh marketing approach to reach their target markets.
Solution
Encore embarked upon a complete branding initiative for ACC— starting from the ground up— including a new logo design and collateral materials, slogan development and a state-of-the-art website. Encore also produced an interactive promotional DVD, along with producing all new TV and radio commercials for all ACC markets. In addition, Encore designed and implemented newspaper and direct mail campaigns for each market.
Results
The campaign was so successful that advertising had to be shut down for four months due to the large increase in enrollment and the subsequent need for campus housing. Enrollment numbers increased across the board in all six locations. ACC went from averaging 15-20 new student applications per each five-week semester to over 100 after Encore’s efforts. Three of the locations— Wichita Falls, Abilene, and Lubbock— even had waiting lists for applicants. Currently, ACC plans to add a new wing to the Wichita Falls location, double the size of the San Angelo campus, and build an entirely new building in Abilene to accommodate the influx of new students.