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Article posted: 11/26/2012 5:30 AM

New ad highlights value of Elgin Community College

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Elgin Community College has embarked on a new marketing campaign to encourage prospective college students to take the community college route over the more expensive four-year university track.

In a 50-second commercial that is now playing before trailers at movie theaters from St. Charles to South Barrington, Elgin Community College pitches the value of a community college education.

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Titled "Prestigious University ... Genius," the commercial centers on a young man who is touting his expensive business degree from Prestigious University to impress a young woman waiting in line at a coffee shop. The recent graduate has a degree that set him back $120,000, but so far he has nothing to show for it. His credit card is declined, and he needs to borrow 60 cents from another customer.

That patron, we learn, attended Elgin Community College for the first two years and saved more than 50 percent on the cost of a four-year college.

The spot was conceived, created, and produced by ECC's Marketing Department. Three ECC students were cast in roles for the commercial and two professional actors also were used. The college also used Ravenheart Coffee in downtown Elgin, a business within Community College District 509, to film the commercial, a release from the college said.

"Community is at the center of our name and our mission, so we were very pleased to partner with Ravenheart Coffee on this project," said Paula Amenta, ECC chief marketing and external relations officer. "We are delighted by the positive response the commercial has received."

Elgin Community College also recently received national recognition for leading student graduation and success rates. The college was one of 14 nationally to be named an Achieving the Dream College Leader.

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