Los Angeles City College partnered with Acevox to launch a citywide “Dream Bigger” campaign that brought its programs to the streets.
Client
- LACC
LACC
Services Provided
- Outdoor Advertising (OOH)
Outdoor Advertising (OOH)
- Marketing Strategy Development
Marketing Strategy Development
- Enrollment Strategy
Enrollment Strategy
- Design Services
Design Services
The Goal
To increase enrollment and raise awareness across diverse student segments, especially first-time, nontraditional, and career-focused students. The objective was to spark ambition and inspire learners across Los Angeles to envision themselves succeeding at LACC.
The Challenge
To reach a diverse, hard-to-engage audience, many of whom were unaware of the college’s offerings or didn’t view community college as a path to their goals. With competitive visibility in a crowded media landscape, the challenge was to break through and inspire students to see LACC as a place to dream bigger.
The Solution
Bringing Big Dreams to Life with Strategy, Storytelling, and City-Wide Scale.
Acevox developed a multi-channel initiative that blended high-impact creative with strategic placements. Out-of-home advertising, print collateral, and campus signage elevated brand presence citywide, while personalized email marketing and multilingual outreach provided clear, accessible pathways to enrollment.
The creative strategy used aspirational storytelling rooted in the identity of Los Angeles, helping students see themselves, and their future, at LACC.
The creative strategy used aspirational storytelling rooted in the identity of Los Angeles, helping students see themselves, and their future, at LACC.
The Outcome
Dreams Activated and Futures Reimagined.
The campaign delivered strong visibility and record-breaking engagement across each channel. Transit ads alone generated over 9.3 million impressions, while the full campaign contributed to a 12% increase in student enrollment from 2021 to 2022. Most importantly, it reshaped perception, positioning LACC not only as a college, but as a launchpad for students to dream bigger and achieve more.
