City College of San Francisco

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Problem Statement

[vc_column_text css=”.vc_custom_1567975014417{padding-top: 10px !important;}”]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.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/2″][/vc_column][vc_column width=”1/2″][/vc_column][/vc_row][vc_row css=”.vc_custom_1568008283676{padding-top: 25px !important;}”][vc_column]

Current Campaign

[vc_column_text css=”.vc_custom_1567967523400{padding-top: 10px !important;}”]City College of San Francisco’s current ad campaign skews towards a more urban feel with 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.[/vc_column_text][/vc_column][/vc_row][vc_row css=”.vc_custom_1567982724951{padding-top: 25px !important;}”][vc_column]

Design Objective

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• The campaign would push the concept of gaining valuable information without accruing a large financial burden to get it. It will be a series of ads containing the messaging – More [value propsition]. Less Debt. Which conveys both value and cost-effectiveness while sublimating the notion that CCSF provides a Free (but inferior) education by using it as a call to action rather than the main message.
• While the current City College logo was acceptable, I updated it using the Gotham font to give it a bolder structured feel which was both modern but paid homage to City College’s beginnings in the 1930s. The strip of colors was added to convey the vibrancy of the education at CCSF while adding the established by date further emphasized that City College was a known establishment in the community.
• Photos were selected based on either the theme of a featured person who is surrounded by other people to suggest a sense of community. Other photos have the main person’s face purposely obscured as an aspirational device so the viewer can put themselves into the actions portrayed.

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