June 23, 2004
"DCCCD is shifting its advertising focus to an image campaign that emphasizes the quality reflected in the academic experience that students receive in a community college classroom," explains Claudia Robinson, DCCCD director of Marketing and Communications. "Research tells us DCCCD is highly regarded as an institution that provides superior training in technical and workforce development. However, members of the general public less frequently recognize the quality of teaching in core academic courses that transfer to four-year colleges and universities. The proof of that quality is in the academic credentials of DCCCD faculty."
She adds, "Academic quality at DCCCD colleges also is reflected in the successful lives of students who begin their education with us and then pursue bachelor's, graduate and professional degrees. A number of people assume that a community college education is not where students begin studies for careers as doctors, lawyers, CPAs, teachers, business owners or entrepreneurs, performing artists and other professions. We want to change that perception by showing the successes (and the faces) of our graduates, faculty and students ... that it can and DOES begin here ... at a DCCCD community college."
To view the new English language commercials, click on the following links:
Alumni 1
Alumni 2
Faculty 1
Faculty 2
DCCCD Broadcast Advertising Summer 2004
General Market Television
The DCCCD television schedule began June 7 and runs through August 15.
For General Market TV, we produced four new :30 commercials. Two feature DCCCD faculty and two highlight DCCCD graduates who are now in successful careers. The commercials are running on the following stations in a variety of programs:
Comcast Cable: CNN, ESPN, Fox News, Lifetime and the O'Reilly Factor.
KDAF-TV, WB 33: 9 p.m. news, and late fringe programming including Friends, Will & Grace, Raymond, the Simpsons and weekend movies.
KDFW-TV, Fox 4: Good Day, early evening news, late night fringe programming like King of the Hill, Dharma & Greg, Seinfeld Weekend, and Mad TV.
KTVT-TV, Channel 11: 10 p.m. news, on Letterman, Sunday morning and evening news programs, and the Score With Babe.
KXAS-TV, Channel 5: early morning news, the Today Show, the 5 and 6 p.m. newscasts, the Tonight Show, Conan O'Brien, Saturday morning news, Saturday Today Show, Saturday newscasts at 6 and 10, Saturday Night Live, Sunday Today Show, Sunday morning news, and Sunday evening sports programming.
WFAA-TV, Channel 8: Daybreak, GMA, 5 and 6 p.m. newscasts, Nightline, ET, Saturday and Sunday morning news, This Week with George Stephanopoulos, sports with Dale Hansen, a little Jimmy Kimmel and Ebert & Roeper.
Hispanic Market Television
DCCCD Marketing & Communications produced three new 30-second Spanish language television commercials featuring Tom Lazo, president and CEO of LAZO Technologies, Ltd., Sylvia Moreno, R.N., director of HIV Services at Parkland Hospital, and Dr. Elba Garcia, Dallas City Council representative, District 1. The commercials will air on:
KSTR-TV, Channel 49: variety of sports programming and movies. We are also in some late afternoon and early evening novelas.
KUVN-TV, Univision 23: early morning show, Despierta America, 4, 5 and 10 p.m. news casts, weekend news, novelas, soccer and other sports programming, teen programming and variety shows.
KXTX-TV, Telemundo 39: novellas, news, talk shows, a news magazine show, a Hispanic Fear Factor, a Guiness World Record-like show, movies, boxing and Olympic trials.
The new campaign also includes new radio commercials airing on top local stations in English and Spanish, as well as billboards, electronic bus messaging on DART buses and light rail trains, and print advertising in the Dallas Morning News and a variety of community newspapers.