LOS ANGELES UNIFIED
COMMUNITY COLLEGE DISTRICT
CASE
STUDY.
Context:
The Los Angeles Community College District (LACCD), the nation’s largest, experienced a drop in enrollment due to the COVID-19 crisis. At the same time, the publicly funded district was competing with countless other entities and initiatives for funding and the attention of legislators who could sponsor legislation that would have a significant impact on LACCD’s long-term success.
Approach:
Mozaic pursued a parallel-track strategy, promoting innovative partnerships and initiatives such as a campaign to provide fareless transit to community college students and an arrangement to provide real estate appraisal courses in partnership with the County Assessor’s office through targeted press releases and pitching, while at the same time working on opinion and thought leadership articles that provide real-world examples of the importance of these programs to reinforce this messaging. Mozaic also worked on updated language for LACCD’s website to accentuate what students are looking for.
Outcome:
This work raised the profile of Chancellor Francisco Rodriguez as a prominent thought leader in education, ensured a consistent and elevated brand identity for the District, and helped bolster popular support for the LACCD at a time when many public educational institutions have been under significant criticism.