Santa Fe Community College (SFCC) needed a marketing campaign that would increase student retention rates. SFCC typically looses 30% – 40% of students between the fall and spring semesters. The majority of this percentage is Hispanic males. The drop off usually starts happening during the first 3 weeks of classes and when registration begins. Cisneros was tasked with developing an engaging and approachable marketing campaign that would resonate with the target audience and impact retention rates.