WTI Graduate Testimonials Campaign
Challenge: To break through the clutter of announcer-driven radio spots with a concept dominated by graduate testimonials, and obtain authentic, first-hand testimony from WTI graduates on the quality of the school’s hands-on training and the post-graduation experience.
Strategy: Testimonials are a powerful methodology in the career training industry, in this case to promote the quality of WTI’s handspon training and the post-graduation experience.
Tactics: Graduate testimonials videotaped for WTI’s first generation of Forward Motion Television provided authentic, unscripted testimonial content. An announcer voiceover was used to deliver the spot’s call to action and distinguishing information about WTI’s education experience.
Bonus: By digitizing the footage from previously shot television testimonials, the client was able to get a second usage of this high-value commentary.