Ear-catching, applicant-boosting radio ads

Ear-catching, applicant-boosting radio ads

Moraine Park Technical College

Writing by Design teamed up with Moraine Park Technical College to produce fresh radio commercials to build their brand, raise awareness of their educational offerings and, ultimately, attract new students.


Getting started with sound strategy and inspiring ideation

We kicked off our planning with the marketing team at Moraine Park by setting the goals and direction for two 30-second ads and two 15-second radio spots. 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 single-minded set of communications. Because we didn’t want the radio commercials to drown in a sea of sameness, we gathered a group of great minds for an ideation session to review the strategy and work up creative solutions that would help differentiate Moraine Park from other technical colleges. We analyzed their target market and researched examples of radio spots aimed at a younger generation.


Standout radio ads with serious return

Assisted by an already powerful tagline, “Imagine what’s next,” Writing by Design 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. The commercials are playing in the West Bend, Beaver Dam and Fond du Lac markets through March 2018, but you can listen to two of our favorites here.


    • Siri-ous Direction



    • Gramming that Instajob


Our end goal was to amplify the promise that an education from Moraine Park would provide a faster route to a better life by giving each spot a distinct voice and personality.


The result? A series of ads that not only help prospective students understand what they can expect from a Moraine Park education, but also break down barriers and kick common technical school misconceptions to the curb.


Writing by Design can help you ground new radio ads in sound strategy. In addition to writing marketing-minded scripts, we can also bring the project full circle by sourcing talent and recording radio ads, and usually for a fraction of the cost you’d spend with a full-service marketing agency. 


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