Leaders Never Quit

A veteran-focused

OUTDOOR AD CAMPAIGN

concept for use by the Cincinnati State Technical & Community College marketing department.

EXECUTIVE SUMMARY

TASK

Cincinnati State Technical and Community College has an incredible opportunity to reach out to and attract soon to be or recently separated members of the United States military. Veterans of the Army, Air Force, Navy, Marine Corps, and Coast Guard not only have incredible incentive to start of continue their college education, but provide reliable, quality students who statistically perform above and beyond in their academics.

MISSION

Advertise to recently discharged veterans of the armed forces, in competition with other schools in the Cincinnati area. University of Cincinnati, Xavier University, Mt. Saint Joseph, and Cincinnati Christian University, all have robust advertisement campaigns targeted at veterans. Messaging must be relatable, powerful, and effective towards drawing veterans to the school’s education programs. This campaign will be focused on outdoor advertisements.

PURPOSE

The Cincinnati State Veterans affairs office handles most of the incoming veteran traffic, and has a landing page on the main page.

Advertisements should seek to direct veterans to visit the page, which will futher instruct them how to continue down the path towards reaching their own individual education goals with Cincinnati State.

Metrics which will conclude how effective this advertising campaign should be visits to the Veterans Affairs landing page.

NCOS

On average, most veterans leaving the military have attained junior leadership rank, known as a Non-Comissioned Officer.

Average age: 22-27 With a comeradie, creed, and culture revolving around status as “the backbone of the military”, NCOs are taught and take pride in being leaders that bring their service and professionalism to the table every single day. This call to personal professionalism and tenacity doesn’t end when they seperate from their service, or “ETS”.

TARGET AUDIENCE

AD CONCEPT

LEADERS

hip is ingrained into every NCO from even before they attend their first leadership school, The NCO creeds of all the Armed Forces include such terminology as “competence” “professionalism” and “integrity.”

NEVER

is a concept most veterans are familiar with challenging. Faced with many difficult decisions, NCOs can be known to pride themselves on taking on any challenge they set their minds to.

QUIT.

I will never quit, veterans of the Army are familiar with shouting during regular recitations of the “Soldiers Creed.” Even after service, most veterans find themselves looking for a new challege they can test their resolve against.

Billboards.

Ads along major highways in the Greater Cincinnati Area will be sure to attract the views of the veterans passing by on the way to and from.Igenihitiam et etus volupis

Bus Stops.

Many veterans using city transportation will be apt to examine the clearly labaled ads. quiducit volum quia imus, sapitatum faccaborit odis am estiassi cum sus con

Standup Ads.

This format will be easy to set up at education fairs and booths at veteran outreach events.itiam et etus volupis as il et volorio. Usam sed molorero ommol-

CONCEPT APPLICATIONS

BILLBOARD CONCEPT

BUS STOP CONCEPT

BANNER AD CONCEPT

HORIZONTAL FORMAT

VERTICAL FORMAT