Knowledge for the New Economy
For decades, Auburn Career Center was thought of as a technical school for struggling students. In reality, everyone is drawn to Auburn to strive for something better for themselves. It was our goal to show the community, parents, students and businesses that Auburn is The School for Strivers.
TWIST built a brand strategy, as well as communications plan, with tactics that improve brand awareness and increase local engagement. In order to overcome the “trade school stigma,” TWIST positioned Auburn as an lifestyle choice and became the leader and voice for that choice.
Knowledge for the New Economy
TWIST developed the institution’s brand positioning and a messaging platform that differentiates the institution and communicates its value. By focusing on the long-term benefits — Knowledge for the New Economy and Life-Esteem — parents, guidance counselors and the community are able to see the benefits of students attending Auburn Career Center.
“Auburn Career Center has partnered with TWIST Creative on several marketing endeavors, from smaller-scale projects up to a complete and comprehensive institutional rebrand. Each time, the results have outmatched our expectations.
The entire organization is innovative in their approach at finding the right message for each situation. The creative team is fresh with their concepts and the organizational side of the outfit uncovers everything needed to supply educated data that fuels the process. TWIST’s team is professional, dynamic and industrious. Simply the best at what they do!”
— Jeff Slavkovsky, Assistant Superintendent at Auburn Career Center
Ready. Go!
In addition to the development of the brand strategy and communication plan, TWIST developed a new identity for the school – highlighting the exciting programs the school offers, as well as allowing students to fast track their independence. To further connect with all key audiences, TWIST used real alumni stories to highlight the benefits of the school, while also showing the end-benefit of attending Auburn – a career in a field the student is interested in.
