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New Ad Campaign Highlights Unique Aspects of Our 7 Colleges

Student in DCCCD ad

By Kathy Cook

DCCCD’s new advertising campaign, “We Are the 7,” hit the airwaves and the streets July 7 and will continue with new television, radio, outdoor and Internet advertising through Aug. 17.

Here’s the concept behind the new campaign:
Each of the colleges has an individual identity and unique attributes. Seen together, the colleges paint an impressive portrait of the system. The commercials highlight the award-winning facilities and state-of-the-art programs provided by our colleges that make higher education accessible to every citizen of Dallas County.  
Using images of each college captured by an expert cinematographer and set to a score that begins with wonder, grows in power and ends with a rightful sense of pride, these commercials make a striking statement about the colleges of DCCCD and serve as a fine introduction to the district’s 50th anniversary.
We have scheduled 1,285 English-language TV spots on Channels 4, 5, 8, 11, 21, 27 and Time Warner Cable. 
Spots will run in late-night programming, as well as morning and evening news and Sunday programming like “This Week With George Stephanopoulos” and “Today.”

The schedule includes 814 spots running on six Spanish-language TV stations: Azteca 55, Mundo Fox 52, Estrella 29, Unimas 49, Univision 23 and Telemundo 39. 

The Spanish-language schedule has spots running on an assortment of sports, entertainment, novelas, movies and news programming. 
General market and Spanish radio spots run in the same time frame as the TV spots — July 7 through Aug. 17. The radio buy includes 2,904 spots scheduled on stations including KDGE, KDMX, KHKS, KLIF and KPLX. We have additional spots running during Texas Rangers baseball games. Another 515 spots are running on KKDA and KBFB. DCCCD spots are running on Pandora as well.   
The Spanish radio schedule includes 1,044 spots on four Spanish radio stations — KZMP-AM ESPN Desportes, KMVK Mega 107.5, KNOR LaRaza and KLNO Que Buena Univision. 
The campaign also includes eight new 15-second Web videos promoting our auto, construction, fashion, HVAC, manufacturing, video and welding programs that are running in DCCCD’s Google Adwords program. The videos started running May 27 and as of July 6 have been viewed 85,000 times at a cost of 10 cents. The video views have resulted in 2,200 click-throughs to the various program pages.