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Writing by Design, LLC


  US - Appleton,  WI

Founded in 2006, Writing by Design is an agency that specializes in helping national and international Consumer Packaged Goods (CPG) companies develop language to launch innovative new products, and assists businesses of all sizes in developing strategic and effective marketing communications.

  About Project

Our objective with the Moraine Park Technical College radio ads was to produce fresh, new radio commercials to build their brand, raise awareness of their educational offerings and, ultimately, attract new students.

The Moraine Park marketing team provided insight into their unique selling points and reasons to believe, and we set out to bundle them all up in a unique, single-minded set of communications for two 30-second and two 15-second radio spots. We analyzed their target market and researched examples of radio spots aimed at a younger generation.

Our challenge was the limited word count in 30- and 15-second ads and the need to say so many things in the ads: that an education from Moraine Park would provide a faster route to a better life while also breaking down barriers and kicking common technical school misconceptions to the curb. Assisted by an already powerful tagline, “Imagine what’s next,” we found a way to amp up Moraine Park’s unique selling points using just enough humor to catch and keep their young audience’s attention.