To help Erie Business Center grow its enrollment, we began by talking to the people who matter most—in this case, prospective students, guidance counselors and admissions representatives. What we learned led to the development of a themeline that capitalizes on an advantage EBC offers: "Up To Two Years of Learning For A Lifetime of Earning."

Focus groups also revealed that EBC wasn't known for its full range of programs and, not surprisingly, that real people make the best spokespeople. That explains why TV, radio and newspaper ads we created for the school feature EBC graduates like Magy, Nick and Kelli talking about their successes in professions ranging from office administration to marketing to travel and tourism.