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The San Diego and Imperial Counties Community College Association (SDICCA) Career Education approached us to help change the perception that community colleges are just a steppingstone to a four-year degree. Countless middle-skills jobs in the region, good careers, were unfilled due to lack of appropriate education and training. We focused our energies on raising awareness of the range and quality of the 2-year, “middle-skills” education programs offered by the 10 community colleges.

The insight

Nothing terribly groundbreaking here. Instead of featuring the voice of the big institution, we decided to let the schools’ students speak for themselves because after all, they truly are the peers of who we‘re trying to reach, right? By capturing their unique personal stories, we were able to demonstrate a real path to success.

The result

Enrollment has increased, employers are filling previously empty positions and there’s been a substantial increase in overall quality of life and economic development in the region.

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