Carrington College

Project Description

Challenge
Carrington College offers programs that prepare students for jobs in the medical, dental and veterinary fields. With more than seven campuses across California, Carrington offers a diverse range of programs that lead to Certificates of Achievement or Associate degrees. Carrington retained Landis Communications Inc. (LCI) to raise its profile in the state by inserting itself into conversations as a viable education option for people seeking jobs.

Strategy and Tactics
LCI created a comprehensive communications plan to increase consumer and media awareness among key demographics, including:

  • New audiences, particularly potential students (specifically, women ages 18-35)
  • Influencers of potential new students, including family, friends and teachers
  • Prospective employers
  • Education community
  • Healthcare community
  • Local/regional media

LCI played (and continues to play) an instrumental role in increasing media mindshare by:

  • Generating positive media coverage for each campus location
  • Differentiating Carrington from competitors by focusing on the quality of education received as well as its success-oriented learning environment
  • Utilizing multiple forms of traditional and online media to promote the brand, and increase student engagement and enrollment

Among the tactics leveraged to achieve results:

  • Focus traditional PR efforts on local/regional media opportunities
  • Tell Carrington’s untold stories by regularly pitching powerful human interest angles
  • Promote milestone events at each campus, such as 10th anniversary of Carrington College Sacramento’s free dental clinic
  • Leverage national observances to highlight Carrington programs and student/faculty stories
    • Work with each campus to uncover timely story ideas such as COPD Awareness Month and National Pet Wellness Month
  • Draft and place bylined articles to highlight campus programs and promote timely, informative news angles
  • Draft blog posts for inclusion on Carrington.edu which promote various campus initiatives and coverage secured via traditional media
  • Promote goodwill projects taking place as part of campuses’ community service and/or holiday giving efforts
  • Conduct individualized media training sessions at each campus to mine for new story ideas and ensure spokespeople are trained to relay key messages
  • Recommend social media strategies and implement as needed

Results

  • Helped create and promote Carrington’s nationwide initiative to set a Guinness Book World Record for the most blood pressure checks given in a day, in recognition of High Blood Pressure Awareness Month
    • Coverage secured with multiple outlets, including Sacramento Bee, KCRA-TV (NBC Sacramento), KXTV-TV (ABC Sacramento), KGO-TV (ABC San Francisco), Inland Valley Daily Bulletin, Whittier Daily News, Stockton Record and Patch.com
  • Secured feature coverage highlighting the 10th anniversary of Carrington College Sacramento’s dental clinic with outlets including Sacramento Bee, KCRA-TV (NBC Sacramento – two airings), KXTV-TV (ABC Sacramento) and KMAX-TV (CW Sacramento)
  • Secured feature coverage in the (Riverside) Press-Enterprise re: the equine lab training session for Carrington College Pomona veterinary technology students
  • Secured separate feature segments with KXTV-TV (ABC Sacramento) for the “Better Jobs” series re: the booming healthcare and massage therapy industries in Sacramento
  • Secured feature coverage for LGBT student, Andrea “Dre” Hernandez:
    • “10 Percent” on Comcast Hometown Network (LGBT TV show)
    • Bay Area Reporter (Northern California’s premier LGBT newspaper)
  • Secured bylined article placements regarding:
    • The importance of regular blood pressure checks
    • Keeping pets hydrated during the warm summer months
  • Secured additional coverage with multiple influential outlets across California, including:
  •  

    San Jose Mercury News (Bay Area News Group)
    SF Bay Times
    KPIX-TV (CBS San Francisco)
    KNTV-TV (NBC San Francisco)
    Sacramento Business Journal

    Sacramento News & Review
    Bay City News Service
    San Bernardino Sun
    Stockton Record
    Citrus Heights Messenger
    Patch.com

  • Secured calendar listings throughout the year
  • Conducted seven separate media training sessions at each California campus

Project Details

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