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ERIC Number: EJ794056
Record Type: Journal
Publication Date: 2008
Pages: 4
Abstractor: ERIC
ISSN: ISSN-1067-1803
In Vogue: How Valencia Community College Used a High-Fashion Marketing Campaign to Sharpen Its Image
Campagnuolo, Christian
Community College Journal, v78 n4 p23-26 Feb-Mar 2008
Not unlike many community colleges across the country, Valencia Community College, located in Orlando, Florida, has been working to better connect with its constituents. In an era in which the Internet is opening new lines of communication between schools and prospective students, more community colleges are tapping into the opportunities inherent in an evolving digital medium while also looking to distance themselves, and their educational programs, from the competition. This article describes the process that brought Valencia to the most unusual--and stylish--of marketing campaigns. The campaign's central purpose wasn't to stimulate enrollment, although it certainly has done that, but to make a fresh and "impactful" connection with future and current students. Ultimately, the campaign aims to convey to current and prospective students that learning is cool, fashionable, edgy, and fun, and that nothing has the power to transform a person the way higher education does.
American Association of Community Colleges. One Dupont Circle NW Suite 410, Washington, DC 20036. Tel: 202-728-0200; Fax: 202-833-2467; Web site:
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education; Two Year Colleges
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Florida