Tacoma Community College
A World of Opportunity
As pandemic-era uncertainty lingered, Tacoma Community College faced a familiar challenge with new urgency: declining enrollment. They needed a fall campaign that would re-energize interest, reflect the real lives of their students and motivate action across different audiences. Starting in May 2022, JayRay helped TCC show prospective students that no matter their path, there was room for them — and momentum waiting.
Guiding Thought
Trust grows when students feel represented. Authentic stories and adaptable messaging create connection – doing what a single headline can’t: inviting students to imagine themselves there.
A Message for Every Starting Point
Instead of a single enrollment message, we developed a modular campaign system that spoke to distinct audiences. From high school students taking their first step toward college to adult learners finishing a diploma or pivoting careers, each message met students where they were.
We brought the campaign to life across animated digital ads, direct mail, brochures, posters and website touchpoints, ensuring the work appeared consistently wherever prospective students encountered TCC during the critical fall enrollment window.
Real Students, Real Stories
We partnered closely with TCC’s internal team to refine messaging that could flex across audiences and platforms. Rather than relying on stock photography, we featured real TCC students, grounding the campaign in authenticity and lived experience.
To broaden access and relevance, we translated campaign messaging into four additional languages, ensuring more families could see, understand and connect with the opportunity TCC offers close to home.
Results: Opportunity, Activated
