College Futures Foundation partnered with the Georgetown University Center on Education and the Workforce (CEW) to issue new economic research with clear and consequential findings: California could unlock $4.4 trillion in economic gains by reaching 70% postsecondary attainment across all demographic groups. The data made an urgent case for elevating attainment without leaving anybody behind. It would mean transforming postsecondary education to serve more working learners and galvanizing leaders across the state. College Futures invited Williams Group to help turn that research into a movement toward shared prosperity.
Wg began with a reframe of the report’s Golden Ticket title. While ‘golden ticket’ evokes opportunity, it also traditionally connotes luck and limited access. Together, we challenged this notion with every element of the campaign, asserting that Our Golden Ticket belongs to everyone—and is brought within reach by including everyone, borne out by the research.
For the campaign launch event, we designed a die-cut ticket for every attendee. Embedded with a QR code linking to the research findings, it put the economic opportunity directly in hand. The lapel pin anchored to it asked something more: To wear it was to declare public membership in a movement of educators, businesses, policymakers and institutional leaders, each doing their part to claim it.
A booklet summarized the research—key findings, data, a call to action. Unfolding it revealed a vibrant poster on the reverse, offering a vision of the future made possible by the investment the research calls for.
The event itself brought every element together. A monumental data display rendered the $4.4 trillion opportunity at a scale impossible to ignore. A ticket-shaped pledge board invited leaders to stake their claim publicly, making individual commitment visible and collective. The stage anchored the story with a sweeping mural depicting the Californians, industries and communities whose futures depend on getting this right.
We designed a campaign website, social media content and advertising to carry that momentum forward—inviting visitors to explore the full research, add their commitment to join the movement and stay connected as the campaign grew. Throughout, Wg supported College Futures’ narrative work in close collaboration with their communications and research partners, ensuring that data, message and visual identity worked in concert.
The campaign launched to strong enthusiasm from education advocates, and philanthropic and community leaders. A roadshow is now extending the campaign’s reach to communities across California, with additional activations planned through year-end. Our Golden Ticket has given the movement shared messaging, a visual identity and a growing coalition of people committed to rebuilding the California Dream—for everyone.
I know hustle when I see it. I know passion when I see it. I know creativity when I see it. I—and our 82 attendees—saw all of that on full display when they stepped into [the venue]. I can't get over how beautiful this brand is. Full stop.
–Sara Sandhu, Director of Strategic Communications, College Futures Foundation