Cambridge College needed to enroll students in an innovative new program that trains casino dealers. KHJ sprang into action to find those diamonds.
Cambridge College is a leader and pioneer in adult learning. Working in a public-private partnership with Encore Boston Harbor, a $2.6 billion luxury resort being built in Everett, the college created Boston’s first casino dealer school. The school’s goal was to produce qualified, employment-ready poker and blackjack dealers in time for Encore’s grand opening later in the year.
KHJ was called in to drive enrollment. However, with only six weeks until the inaugural semester was due to begin, the timeline was super tight. With the clock ticking, we got busy creating a new name for the program. The existing name was Greater Boston Gaming Career Institute, but we challenged ourselves to come up with something shorter, catchier and easier to remember. And we did: Bet on U.
“The campaign created so much demand, we had to fold our cards early.”
After creating a Bet on U logo and new brand look and feel, we brought it to life across a variety of tactics, including a comprehensive digital campaign. But since this was the first program of its kind, there was no established audience. We had to literally create an audience based on behaviors, not demographics. Then we followed our audience wherever it went online and hit them with tailored messages.
“The name Bet on U feels optimistic and empowering…it’s rooting for you.”
Adam Cramer, Art Director
The campaign created so much demand, we had to fold our cards early. And because all classes were full through the second semester, there was no need to run additional advertising. Here’s a top line of the winning results: