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Undergraduate Recruiting Campaign

Delgado Community College
Viewbook cover

Delgado Community College sought to recruit students in the 18-22 age cohort as part of a rebranding effort. They sought more direct-from-high-school students who might be interesting in transferring to a four-year institution. After focus groups, competitive reviews and other market research, Zehno recommended and implemented a dual approach.

  • We developed a viewbook that used information mapping in a short-take, quick-read format emphazing jobs and outcomes. Staying in New Orleans is a major draw for these locals, so we developed the tag “A World of Opportunity — Close to Home.” The piece won an award for best four-color publication in an 11-state region of the International Association of Business Communicators.
  • And we used humor to produce an MTV-inspired innovative video with an unmistakable message “You Can Go to Delgado. Or You Can Work at Bo Bo Burger.” The “it’s-your-future” focus was driven by the fact that two-thirds of New Orleans jobs now require one to two years of college. The “burger” scenes, shot in dream-like, black-and-white Super-8, featured young people in slow motion and outrageous circumstances, flipping burgers with a giant spatula, taking impossible orders, etc. Then the video cut to fast-moving color with the same students — now cheerful — in Delgado settings. The piece was effective in recruiting its target audience, and it earned the top national accolade for a community college recruitment video.

Now about one-third of Delgado students (enrollment is at an all-time high) are enrolled in programs which prepare them to transfer to four-year institutions.

In addition, Zehno carried out editorial concept and design for Delgado’s alumni and faculty-staff newsletters. The alumni newsletter also won a top national award.