Challenge:
The teen career Catch-22: if teens knew what they wanted to do for a living, they would know what courses to take. But they can only discover their interests by taking these courses. Somehow, this circle needed to be broken: teens needed to be empowered to choose their path.
What we did:
We created a branded online guidance department under the banner Making My Way, using student-focused design elements, video, and social media. A darker and edgier feel to the graphics and frames gave a more youthful and rebellious look to the site. The site was divided into four distinct career paths to offer concise advice on each choice – and which courses might be relevant. We also created a student-written blog, posters, and other promotional collateral to better reach this demographic and launch the initiative.
The results:
Instead of a bland brochure picked up at the guidance office, students can have a more dynamic and engaging experience – and therefore make better course and career choices. Over 400,000 page views means better career decisions – and higher engagement.
