They say you’ll fail. They say you can’t. We say you can. This powerful statement is the basis of the brand new campaign for Valencia College, created by Orlando-based branding agency, Push.nnValencia College is an institution of higher learning in Central Florida that believes everyone deserves the opportunity to be empowered through education. The school, formerly known as Valencia Community College, recently introduced two new bachelor’s degree programs to their curriculum, and dropped “Community” from their name, resulting in a need for a new brand identity to reflect this significant change. nn
“We challenged Push to create a new identity for us, as well as a new ad campaign that reintroduced the brand, supported student enrollment and reassured the community that Valencia was the same great school, only better,” said Lucy Boudet, assistant vice president of Valencia College.nnAfter in depth research of the school and its culture, Push discovered Valencia College stands in the gap between what is and what can be — the pathway to potential. They believe that anyone can learn anything under the right circumstances. And that is exactly what Valencia provides for their students. nnMost importantly, Push realized the strongest of Valencia’s fundamental truths was that its faculty and staff not only believe in their students, they help their students believe in themselves. They help students realize that no matter what difficulties they will face in life, whatever obstacles will stand in their way, or challenges that lie ahead — they can succeed, get an education, and move on to achieve great things in this world.nnThe “We Say You Can” campaign consisted of several components including two television spot concepts, directed by Peking from Station Film, Failure (:30) and You Can (:30 and :60). Also created were outdoor, print, online and mobile ads — each with specific messages tailoring one of Valencia’s many degree programs to the medium where it appears. For example, an outdoor billboard placed in a high-traffic area says, “You Could Write That Jerk a Ticket,” promoting the Criminal Justice program. All mediums were treated in the same way. (See more examples at www.pushhere.com.case-study/valencia-college-collected-works).nn”This campaign was intended to solidify the concept that Valencia is committed to the belief that every student deserves the opportunity to be empowered through education,” said Chris Robb, partner and chief creative officer of Push. “As a Valencia graduate myself, I learned this first hand and only hope our work inspires others and aids them in realizing that they can.”nn
For more information and to view the television spots, visit www.pushhere.com.nnAbout Push.nPush is a strategic and creative advertising, branding and interactive agency. Through a discipline-neutral approach, we converge to push brands to their full potential with integrated marketing solutions including advertising, brand consulting and development, design, interactive, media, public relations and promotions. To learn more about Push, visit www.pushhere.com.
