Seminole State College – GO Campaign

Seminole State College, a public state college serving Central Florida, came to us with a host of challenges to address: no marketing consistency, declining enrollment, a negative brand perception, and too much similarity with their competition. Through focus groups and our own secondary research, we discovered SSC had a multitude of benefits to offer a diverse range of student targets in the way of affordability, degree options, scheduling, and convenience. They also had good equity in a former tagline, “Go State. Go Far.” We saw it as a jumping-off point for a rebrand with relatability, action, and youthful energy.

From “Go State. Go Far.” came the GO Campaign. We used fresh, bright colors, vibrant student-centric layouts, and crafted GO messaging based on a potential student’s lack of any of the four M’s – Money, Maturity, Motivation, and Mind (aka grades). We positioned SSC as a smart, future-focused choice. We talked about student goals, not school accolades. And hammered home the idea that regardless of their situation, students could GO, and go far. The results: applications went up 6%, and new student enrollment went up 8%.