We had to help this proud brand overcome the nasty underlying perception — especially among parents — that this state-of-the-art technical school spanning seven campuses in metro Tulsa was just for “those kids.” We found that “those kids” would do anything for a path to a better life.
Reposition this school system as one that honors hard work, paving the way for all of its ambitious students to build a better life for themselves and their families.
We talked to students about their dreams and their drive to realize them. We chatted with teachers who teared up when they discussed their students and what they achieved through this remarkable program. We wrote a manifesto for Tulsa Tech titled “Here’s to the Boot Strappers,” which drove the rest of our work — from photo shoots of real students to a completely redesigned website to a siren call to students to Make Your Own Path.
“The team at the agency has found the essence of Tulsa Tech. They are extremely strategic in their approach to how the brand should be expressed. Our students make their own path every day, and this work has given them a powerful voice.” — Tony Heaberlin, chief communications officer, Tulsa Tech