An educated workforce is one of the critical demands of the 21st century. While addressing this challenge, the economic development arm of Rocky Mount, NC wanted to bring a regional education center to its citizens. The Gateway Technology Center was slated to open in the spring of 2006 and C+A was tapped to create an identity that married education and the opportunities that were available to the people of Rocky Mount. Working in partnership with NC State University, East Carolina University, four Community Colleges and NC Wesleyan College "The Gateway" marketing campaign was born. A corporate identity was crafted using "gates" to focus on the opportunities that were within reach, through education. Varying university colors and strategic messages were interspersed throughout all media executions. The marketing materials included online, print, radio, cable and outdoor billboards.