When Broward County Public Schools came on board, each of their schools had different advertising platforms. The media buys were fragmented and individually the schools could not afford to buy more than one or two stations in the Ft. Lauderdale/Miami market. There was also no common brand or identity among the schools, even though they were all a part of the Career, Technical and Adult/Community Education division.

Omni helped the schools to pool all of their funds so that collectively they had more buying power. We also bought the broadcast media at a direct response rate (we incorporated a unique 1-800 number into every spot) which was 50-75% less than regular rates. By this, they were able to afford to advertise on network TV, radio, cable and newspaper. We created a theme for them (“Expand Your Mind and Your Future”) that was applicable to all schools, all fields of study and all students. This theme was, and still is, the common thread in all of their advertising.

The unique phone numbers used in each station’s spot are routed to two of the main schools. We are able to track in real time, via the web, how many calls are coming in when we are in flight, when those calls are coming in and which stations are generating the most response. We use this information to get bonus weight from the underdelivering stations (or cancel them altogether) and tweak the buy to optimize the stations and dayparts that are pulling the best. The result is more phone calls than they have ever received and more registered students in their classes than they have ever had!

Case Study

Objective:
To collectively brand the schools within the CTACE (Career, Technical, Adult and Community Education) division of Broward County Public Schools.

Strategy:
Prior to working with us, each of the schools within the CTACE division had their own advertising strategy and agenda, each with a different slogan and a different corporate image. The first initiative was to create the public perception of schools and programs within the CTACE umbrella by developing an all-encompassing branding statement. We first created a new slogan, “Expand Your Mind and Your Future.” We then pulled all the schools’ marketing funds together to create a bigger voice and reach for their new corporate image statement. Additionally, we created a cohesive campaign utilizing their slogan, “Expand Your Mind and Your Future,” as a common theme throughout all of the schools’ advertisements.

The Result:
Increased awareness of Broward School’s classes and programs and provided a greater understanding among South Florida residents of the relationship between the schools. The advertising for Broward County Public Schools’ CTACE division has resulted in the highest student registrations of all time.