Enrollment Marketing
Clarion University
Clarion University
RESEARCH
… with a dashing young university assistant marketing director who really wants to do a recruitment video. Sadly, the Big Bad Economy is wreaking havoc with his budget. Enter a kind and beautiful client relations director, who waves her wand and utters the magic words, “Let us see what we can do, my dear.” Her team of creative elves puts their heads together and hatches a plan for a high-impact, low-cost video using existing footage.
STRATEGY
Flash forward a couple of years to an economy (and campus marketing budget) that is finally starting to rebound. The client (now Director of Marketing) engages an energetic m|m video crew, which sets up shop near a busy campus walkway one day at lunchtime. With unwavering determination, they pull unsuspecting students from the crowd, over and over again asking the question, Why do you love Clarion University? The spontaneous, unrehearsed interviews become the foundation of a fun, authentic, and heartwarming series of new TV commercials for Clarion University.
MEDIA
Before the poor marketing director has even a moment to enjoy the media limelight, the recruitment cycle for the next year’s class beckons. He presents the Brand IQ elves with yet another challenge: to design and deploy not only a marketing plan and brochure for the university’s housing department but also a comprehensive Enrollment Media Plan to include TV, radio, and online channels. The elves accept the challenge and immediately get to work (whistling, of course).
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