David Ruggieri, Florida Technical College
Building partnerships to grow and solidify career placement opportunities
In the wake of new federal government regulations impacting for-profit colleges and universities, the client -a high level executive in the higher education field- wanted to solidify and expand his relationships with local employers. The objective was to convert those relationships to generate gainful employment opportunities for his school’s graduates.
Research & Strategy
During phase one, we focused on identifying untapped strengths and resources within the companies with which the client was already partnering in the employment arena. Additionally, we set out to identify new partners within businesses that were a fit for the client’s career programs and shared his vision about education as a social mobility driver.
Eleven handpicked and trained as a spokesperson within the client’s organization who was not only knowledgeable about education, but also possessed business acumen. This individual had the respect of education and business leaders alike, an attribute that was indispensable to launch a credible and effective B2B campaign.
We implemented a two-pronged approach for this campaign: media outreach and content creation. The media placements helped us create brand awareness while promoting local business partnerships with an explicit call to action. The tone was positive and energetic. Cross-promotion was crucial to solidify active partnerships and entice new ones. Strategically, the client gave up the spotlight at times to showcase our partners instead and show how they benefited from the relationship with the school. We worked with key media players in Florida to establish a high volume of quality, in-depth articles and interviews. In five months, the school was featured in 16 media outlets, including TV, magazines, blogs, industry newsletters and radio shows.
The third phase of the project focused on the creation of content to expand the college’s reach and build trust among new potential partners. Inspirational stories of local business owners and their path to success were shared in social media, along with advice for the audience on how to achieve the same by earning a college diploma.
- Florida Trend Magazine, Education
- Florida Trend, Industry Newsletter
- Orlando Magazine – Face of Education
- com Article
- Good Day Orlando Interview
- News 13 In Depth Interview
- Osceola Woman Magazine Cover
- La Nota Magazine Cover
- Central Florida Lifestyle Magazine Cover
- Insight Magazine Cover
- Space Coast Business Magazine Cover
- I4Biz Magazine Cover
- Negocios Magazine Cover
- Business News Daily Article
- Nonavibe Magazine Cover
- El Sentinel Newspaper