Messaging | Lead Generation | Content
Extreme Assembly Required: Branding the ‘MIT of Trade Schools’
IYRS is a world-renowned craftsmanship school based in Rhode Island, with campuses in Bristol and Newport. They are most well-known for their boat building and restoration program, whose reputation creates a wait list for enrollment year after year.
Despite achieving full enrollment for their boat building programs, IYRS often struggled to fill classes in their other stellar programs, such as composite technology. The school wanted to rebrand itself and re-educate the public in order to be seen as more than a boating school. They wanted to be “the MIT of trade schools.”
“The MIT of trade schools” is a pretty tall order for any ad agency, but fortunately for us, we had a great jumping off point when it came to IYRS’ existing photography. The visuals were compelling — modern, dynamic, active — and we wanted to create a campaign around these assets that was equally as compelling. Enter “Extreme Assembly Required.”
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