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Go You! Campaign

The Go You! campaign, initiated by KCTCS since 2007, focuses on statewide brand awareness, recruitment, and advocacy for higher education. The campaign targets prospective and current students, parents, counselors, and industry professionals. Key components include Go You!, Go2Transfer, and Go2Work, emphasizing both transfer and workforce missions. The creative objectives aim to align with KCTCS strategic goals and communicate an aspirational message through various marketing platforms. The campaign architecture is designed for seamless integration across recruitment channels, making it an essential part of the educational journey in Kentucky.

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Go You! Campaign

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  1. Go You! Campaign

  2. Background • Since 2007, KCTCS has used the UK/U of L sports marketing venue as the foundation for a statewide brand awareness campaign. The creative focus for these campaigns were: • Spring 2007: Recruitment focus – one ad: “Stadium.” • 2007/08 – Recruitment focus – two ads: “I Hate My Job” (non-traditional students) and “Crazy” (traditional students). • 2008/09 – Pre-advocacy campaign – two ads: Transforming Lives. Transforming Kentucky - Elevator Student and Allied Health Transforming ads. • 2009/10 – Public advocacy campaign - 3 ads: Transforming Lives. Transforming Kentucky - Elevator Transfer Student, Allied Health, and Manufacturing.

  3. Background • Time to refocus our efforts. • Focus on recruitment. • Align with KCTCS strategic goals/transformation initiatives. • New Creative objectives: • A long-legged campaign. • Communicate both our transfer and workforce/occupational missions. • Brand our transfer and workforce missions. • Maintain “Higher Education Begins Here” tagline. • Aspirational in nature. • Statewide execution with local college customization.

  4. Background • Single Sentence • KCTCS is the smart place to begin your higher education journey no matter what your destination. • Targeted Audiences • Primary Audiences • Prospective students – both high school and adults • Current KCTCS students • Parents • Counselors/teachers/administrators • Secondary Audiences • Four-year institutions • Policy makers • Business and Industry

  5. Go You Campaign • Campaign has 3 components: • Go You! • Go2Transfer • Go2Work • Campaign is designed for integration in all student recruitment vehicles which include viewbooks, program brochures, web sites, TV/radio, print ads, signage, etc.

  6. Branding Guidelines Overall Campaign Theme • Serve as the umbrella brands for all programs. • Hierarchically they should be predominant…large element and/or placed at the top of the page. • Multiple versions have been created utilizing different p Transfer Mission Branding Occupational Mission Branding

  7. Go You! Branding Guidelines • Aspirational in nature. • Should always be used in conjunction with a photo. • Graphic Treatments: • Arrow pointing left. • Arrow pointing right. • Exclamation point. • Arrows should point to individual in the photo. • If awkward, the exclamation point graphic should be used. • If necessary, the graphic may be used with a paint drip graphic to enhance visibility.

  8. Go You • Go2Transfer Branding Guidelines • Serves as the umbrella brand for all transfer materials. • Should be used to brand all materials for general education/transfer-related courses. • When used, should be featured prominently (large and near the top of the piece). • There are to be used in conjunction with photos and the arrow should always point to the person. • If the arrow does not naturally point use the non-arrow version. • But it aspirational • If necessary …..

  9. Go2Transfer

  10. Go2Transfer

  11. Go2Work Branding Guidelines • Serves as the umbrella brand for all occupational materials. • Should be used to brand all materials for occupational-related courses. • When used, should be featured prominently (large and near the top of the piece).

  12. Go2Work

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