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.