Campaign hits positive notes for developmental education
At Patrick Henry Community College (PHCC) in Virginia, the buzz about its Developmental Education Initiative (DEI) has people actually humming “I’ll Take You There.”
The Staple Singers’ 1972 hit tune is the theme song for PHCC’s messaging campaign for developmental education’s power to propel people to new places.
“There are people who don’t feel good about developmental education. They see it in a negative light,” said Kris Landrum, PHCC’s public relations director.
So she and the three other people serving on the initiative’s marketing committee opted for an upbeat messaging campaign to engage faculty, staff and students in the new initiative’s goal of getting more people through developmental education courses faster.
“In order to get buy-in, we needed to make it a positive experience for folks,” Landrum said.