A digital marketing campaign for college recruitment. The campaign was centered around a video run in various formats as an ad on YouTube, TikTok and Instagram-Facebook, as well as being posted organically as a full-length, vlog-style video on YouTube.
Our concept was to use a peer-to-peer style video that acknowledged the difficulty and stress of choosing a college through the words of a current student who had applied and transferred to many colleges before finding the right fit at Gordon. The goals of the campaign were brand awareness, consideration and lead generation.
As creative director, my role in the project involved setting the direction, reviewing the script, and assisting in production of the video itself; designing and developing the web landing page; designing an email template; and setting up the ad (we eventually partnered with an ad agency to better-manage the ad placement). I worked with a trusted video production partner, Lightmark Creative, as well as our editorial director.
Part of the strategy behind running a video-based campaign was to show more of our personality than static banners or search ads could communicate. We also wanted to meet prospective students where they spend time and utilize Google's interest-based targeting.
