When I started working with Mountainland Technical College (MTECH), I aimed to create ad designs that reflected their clean and professional brand. With 50+ programs spanning healthcare, apprenticeships, services, trades, and technology, it was crucial that each ad was tailored to its specific audience while maintaining a consistent look and feel. I focused on minimalistic yet impactful designs that would allow the educational benefits of each program to shine through. The goal was to visually communicate not just the programs, but the transformative potential they offered—what the students could become with an MTECH education.

Given the diverse range of programs, each with its own target audience, the campaign required a nuanced approach. We developed the “Become a [Blank]” campaign to directly connect potential students with the career outcomes of each program. For each ad, we showcased a specific job that students could achieve after completing their education at MTECH. This approach helped to personalize the educational journey for prospective students, making it more relatable and goal-oriented. The campaign was designed to be flexible, allowing us to adjust the messaging as needed to better resonate with each audience segment.

To maximize the campaign's effectiveness, we implemented A/B testing across various ad sets. This was especially important for selecting the most effective occupation titles to use in the ads. By testing different variations, we were able to identify which terms generated the most interest and avoided losing potential students to lesser-known job titles. This data-driven approach ensured that the ads were not only engaging but also optimized for conversion. The strategy of focusing on career outcomes—what students could become—proved highly successful in driving interest and enrollment for MTECH's programs.