As the largest and fastest-growing community college in Maine, the challenge for Southern Maine Community College is to increase funding to support the rising costs of continued education. Looking closely at the relationships the school has with local business partners, CD&M developed "The Way We Work" campaign. By pairing CEOs from highly visible companies with employees that graduated from SMCC, we achieved two key goals: position SMCC as an integral partner for Maine's business community, and attract prospective students. Several of Maine's leading companies immediately signed up to participate in the campaign, and the positive response has been overwhelming.
TV spots featuring the message “A partnership that works for Maine” successfully targeted students and business partners.