GOAL: A Culturally Relevant Brand Refresh

Greater Opportunities for Adult Learning (GOAL) was searching for a marketing partner to help spread the word about adult education programs in Santa Cruz County. They partnered up with Dream Catch to create fresh marketing materials that were culturally relevant and showcased the diversity of both their students and programs.

Dream Catch started by understanding their target audiences’ life experiences and the organizational vision for GOAL. We dove into the work by refreshing brand visuals and messaging, which included improvements to their logo and a new style guide. We developed a clear voice and approach to their messaging, which fueled the work for a fully bilingual website, an 8-panel brochure, and a branded Facebook page. From there, we were able to create custom show booth accessories, radio ads, newspaper ads, and several print pieces of marketing collateral to get the word out in the community about adult education programs.

Today, GOAL has a marketing program that better reflects its diverse audiences and uses easy-to-understand language that can be translated into Spanish and understood across different educational levels — all wrapped in a modern, polished visual representation of its adult education partners and programs.  Most importantly, their marketing now helps carry out the critical work of reaching the community and increasing enrollment in adult education classes to improve lives.