City College of San Francisco - Bus Shelter Ads

Problem Statement

Since 2014, CCSF has experienced a 26 percent drop in enrollment, at least 10 percent higher than other California community colleges that are seeing an average of 8 to 15 percent declines in enrollment. This year, CCSF is tuition-free for residents living in San Francisco.

For this project, I was told to develop a new and fresh advertising campaign. The planning process began with understanding the student decision making process. Next, communications research was integral. From this research, decisions about the target market and product positioning were made. Then, communication objectives were formulated, and I developed a bus shelter campaign to meet the advertising objectives.

View Design Process

Current Campaign

City College of San Francisco’s current ad campaign skewed towards a more urban feel with strong political undertones. I felt this might prove offputting to potential attendees since it implies a bias in social demographics and hints of political activism. Meanwhile, highlighting the free education suggests lower quality.

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Campaign Redesign

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