Create a headline for an article about the SCC Advertising Program targeted to local graduating high school students. I am specifically not telling you what to do or the questions that need to be asked. Please provide the following:

1. Provide the headline

Why go broke for a degree?  Get your DREAM job and college experience with the St. Clair advertising & marketing program

1. Provide an overview of the elements missing in the instructions required for this task. 

• What’s the objective and audience?  As we have discussed in detail numerous times in class- before we can do anything in marketing, we must first establish what the objective/ end goal is and also who the audience you will be going after is. Though there is a little bit of information in regards to who the audience its very sparce. About all I know is that they are “local graduating high school students”- which when I use critical thinking tells me they probably want to reach people who live in Essex County

• Why should they sign up for the program? No points were provided in regards to like why they should sign up for the St. Clair Advertising & Marketing Program. Fir example there’s nothing being said in regards to how they have affordable tuition, located downtown where people pay to get married, taught by industry professionals, 90% employment rate etc. All of these reasons and justifications of why they should sign up to aid in the headline as they not only help support/ achieve the objective but also give a insight into the value they will get from this program.

• Explain the headline you created, why, and any other reasons/justifications you need to provide to me for the headline you created. (6 Marks)

The headline I created:

• Why go broke for a degree?  Get your DREAM job and college experience with the St. Clair advertising & marketing program!

This is the headline that I decided to create for an article about the SCC Advertising Program targeted to local graduating high school students. I specifically made this headline/ chose the specific word choices and elements in this headline for the following reasons:

1. When going to college one of the biggest factors that many people have to take into account is the cost of college, if they want to take out loads/ take on student loan debt and also if that’s something they can afford. This is a huge factor people have to consider when they are going to move away for college/ away from where parents where they likely don’t have to be financially reliant. Meaning debt and cost is a factor many people think about when considering their college experience. However, since this headline is graded to local Essex County high school students- they likely will not be living on residence and will be living at home (saving money/ bringing down the cost of college) / the debt. Which is why I asking the question why go broke for a degree? St. Clair college as a whole especially- with the advertising and marketing program offers competitively affordable college tuition at just 5k/ year roughly compared to the “Canada for average of tuition costs for 2024 and 2025 is $7,360”[i]– not including dorm fees, textbooks etc.  Meaning why would u move away and go broke for college?

• Another big factor for students when choosing / thinking about college is the overall college experience they will get- because they want to have fun- so by telling them that they will get a good college experience in this headline I am overall answering one of these questions and answering one of their main concerns/ pain points. Which as discussed and learned in week 6 in our headlines we should “Touch on pain points as people want to avoid pain”. And though St. Clair is in their backyard- we are one of the top sports schools, have amazing school events, have, great campus opportunities and activities and more.

• Aside from having a fun college experience that we are shown by Hollywood- people are also concerned about if they will get a job after college. Because who wants to have a useless degree or diploma and no edge? No one. That’s why I stated that they can get there Dream job when they take this program. Because with this program like you have told us Scott many of the third-year graduates have laned there dream positions with the brands they love. For example, one of the third years who landed a social media position at Sephora, matt at national geographic and also Kayla the current third year literally getting to present Infront of the NHL under 90 weeks after joining the program. SO not only does this program open us up to the opportunity to our dream brands and positions- it offers us the edge to which is why I use the power word “dream” to essentially tell them that. I also put it in all caps to make it stand out even more/ evoke even more exactment!

• The headline is specific and has clarity- and very clearly will resonate and be understood by the target audience- local high school students perusing post-secondary education,

• The use of the word “you” helps directly speak to the user – which is important because by using the word “you”- I am using “power words”- “words with emotional meanings that resonate with readers and convince them to read or engage with your content.”[ii]

• Power words and emotional words- by using words such as DREAM and experience- I am using words is good for evoking emotions and causing people to take action. This is important as “Power words can increase your conversions, engagement, and click-through rates” [iii]

• This headline makes a promise- that not only with this program will they get there dream college experience but that they will also get an amazing job- because to really survive this program you need to be a good student- and as Steve and Casey say “good students get good jobs” in this program.

• The structure of this headline is scannable- has a important intriguing info at the start of the question and also sits within the max character limits.

• Its catchy and rolls of the mouth/ is in the costumer’s language

And more!

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[i] Borys, W. (2024, November 4). What is the average tuition in Canada for 2025? Robertson College. https://www.robertsoncollege.com/blog/studying-at-robertson/average-tuition-in-canada/

[ii] Indeed Editorial Team. (2025, February 20). 212 Power Words to create Attention-Grabbing headlines. Indeed Career Guide. https://www.indeed.com/career-advice/career-development/power-words-for-headlines

[iii] Power Words: 150+ words to drive more clicks and conversions on social media. (n.d.). Buffer: All-you-need Social Media Toolkit for Small Businesses. https://buffer.com/resources/power-words-social-media/