SACRAMENTO, Calif.,
July 20, 2017 /PRNewswire/
-- Ogilvy, one of the largest marketing communications
companies in the world, and MeringCarson, a California-based advertising firm, have teamed
up on a $6 million public relations
and advertising campaign, which publicly launched today, to rebrand
Career Education in California on
behalf of the California Community Colleges.
The campaign, aimed at prospective students, parents,
counselors, employers and other stakeholders, promotes the benefits
of Career Education as an affordable, accessible pathway to a
rewarding career. Key campaign components include paid traditional,
social and online advertising, multicultural outreach and events,
social media, employer engagement and online videos. Career
education programs offer the hands-on, practical training needed to
earn a certificate or begin a path towards a bachelor's
degree.
The campaign publicly launched at an event at the State Capitol
in Sacramento, which featured
leaders from the California Community Colleges, state policymakers,
higher education leaders, employers, students and demonstrations of
some of the more than 200 career opportunities currently offered
across the system's 114 campuses. Programs include: 3D
Animation, Advanced Manufacturing, Biotechnology, Culinary Arts,
Digital Media, Web Programming and more.
"Career education from the California Community Colleges is an
important, yet under-recognized part California's education system," said Ogilvy
executive vice president Misha
Gutierrez. "With studies indicating that the lack of a
skilled workforce could threaten California's growing economy, we are thrilled
to be part of the team helping solve a growing problem."
"We've had the pleasure of working on many meaningful campaigns,
including Visit California, promoting tourism into California," said MeringCarson president
Lori Bartle. "With its statewide
reach and importance to California's workforce and future economic
growth, we saw this as a great opportunity, and we're excited to
present career education in a new context that's both relevant and
appealing."
The Public Policy Institute of California predicts that by 2025, California may face a shortage of workers up
to 1.5 million, without enough postsecondary education to meet
workforce needs. In addition, research conducted to inform the
development of the campaign revealed only 16 percent of current
community college students are familiar with career education,
while 46 percent have never heard of it. Among prospective
students, more than 60 percent do not know about career
education.
"The message of this campaign is that these programs lead to
good-paying jobs," said Paul Feist,
vice chancellor for communications and marketing for the California
Community Colleges. "We aim to change perceptions about career
education so more students will take advantage of these programs
and get connected in a meaningful way to this new economy, which is
unforgiving for people without skills and credentials."
The account will be based in Ogilvy's Sacramento office with support from Ogilvy
offices in San Francisco and
Los Angeles. In addition to
MeringCarson, the team includes YI Advisors, T&T Public
Relations, Capitol Public Affairs and Kish Rajan Public
Affairs.
For more information on the campaign, visit
www.californiacareereducation.com.
About Ogilvy
Ogilvy is one of the largest marketing communications companies
in the world. It was named the Cannes Lions Network of the Year for
five consecutive years, 2012, 2013, 2014, 2015 and 2016; the
EFFIEs World's Most Effective Agency Network in 2012, 2013 and
2016; and Adweek's Global Agency of the Year in 2016. The company
is comprised of industry leading units in the following
disciplines: advertising; public relations and public affairs;
branding and identity; shopper and retail marketing; health care
communications; direct, digital, promotion and relationship
marketing; consulting, research and analytics; branded content and
entertainment; and specialist communications. Ogilvy services
Fortune Global 500 companies as well as local businesses through
its network of more than 500 offices in 126 countries. It is a WPP
company (NASDAQ: WPPGY). For more information,
visit http://www.ogilvy.com/ or follow Ogilvy on Twitter
at @Ogilvy and on Facebook.com/Ogilvy.
About MeringCarson
MeringCarson is a fully integrated advertising agency with
offices in Sacramento and
San Diego offering comprehensive
services that include strategic planning & research, creative
development & production, media planning & buying as well
as design. We are focused on brands, companies and organizations
who are in the business of experiences — destinations, products,
entertainment and social movements. In short: We Move People. For
more information, visit www.meringcarson.com.
MEDIA CONTACT:
Tara
Mullins
tara.mullins@ogilvy.com
(212) 880-5243
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SOURCE Ogilvy