DALLAS Mangan Holcomb Rainwater Culpepper uses street signs and empty office buildings to promote Remington College as school that offers viable training.
One 30-second spot opens with a scene of moving traffic before focusing on prohibitive street signs like "Do not enter," "Wrong way" and "One way." A blinking hand signals pedestrians not to walk. The images match a voiceover that says, "Each day is an opportunity to be on the road to a real career. What's stopping you? Are you waiting for a sign?" As the copy continues with "Learn the skills in two years or less," a street light turns green and a stop sign reads "Go." The spot closes with the new tag, "Remington College—real skills for the real world."
The second 30-second spot features an office filled only with furniture and computers. Narration: "Who creates a workforce? The right people with real skills. Businesses need them. Employers want them. How do you find them? How do they find you? It helps to know where to look." The spot closes with the tag as a woman enters her cubicle and turns on the light.
The effort—the first the Little Rock, Ark., agency has created since winning the account in December—is the first branding campaign for the client and introduces the Remington College name across all campuses. The school, which offers two-year degrees and certificates, previously operated as Education America, though some of its 18 campuses were named Remington College, Southeast College of Technology or Tampa Technical Institute.
Spots began breaking yesterday in some of the school's markets and will continue to roll out through June.
Mangan Holcomb designed the spots to appeal to potential students, parents and employers. "Signs" skews more to students, however. "There are kids who maybe had dead ends and barriers and people telling them they can't do something and that's something these kids relate to," said agency senior vice president and creative director C.C. Culpepper.
"Office" particularly skews toward employers to show "what they get when they hire a Remington graduate," Culpepper said, and to parents to show "where their kids want to go is a viable alternative."
The campaign is complemented by radio spots, which are targeted to the different markets, and by public relations efforts from Mangan Holcomb. The client's two other agencies, Datamark of Salt Lake City and Marketing Solutions in Little Rock, are handling direct response work.
Though campaign spending is undisclosed, client chief operating officer Pedro De Guzman has said the Little Rock-based organization will spend $13 million on advertising activities this fiscal year.
The school competes with other so-called proprietary colleges like DeVry University and ITT, as well as community and junior colleges.