Dunwoody College of Technology

Sounds of a Generation

The Situation

Dunwoody College of Technology is a trade school designed for makers, yet not enough high school students were aware that this path was an option for them. They needed a recruitment campaign that would stand out from the sea of sameness in traditional college marketing. Students have been told the traditional formula to have a successful future is going to college. But the formula for success is being called into question by today’s youth. Many parents and guidance counselors were still pushing to stick to the traditional formula because they were told it should work. High school students are starting to reconsider trade schools like Dunwoody but they still have doubts about whether they are any different than traditional colleges. And few students have been given enough guidance to see what other options they had available to achieve their goals.

The Solution

Makers have no shortage of ideas, but they often need guidance to bring them to life. Dunwoody is one of the few schools aimed at having makers learn by doing as early as possible. So we created a recruitment campaign where we invited makers to share what they’re born to do.