Case Studies
Experience Capital
Roles: Creative Strategist, Director, Producer
Project Goal: To encourage prospective students who have demonstrated an interest in Capital University to visit campus (i.e.., drive micro conversions through remarketing)
Target Audience: High school students in the Consideration stage of the funnel (Sophomore and Junior)
Key Challenge: Time constraints made this a particularly challenging piece. Allowing only one week from concept development to agency deadline for delivery and 30 minutes to record principal photography for three subjects, actions had to be taken quickly yet intentionally.
Research Conducted: Review and analysis of qualitative interviews, accepted student interviews, and advertising metrics suggest the central message of video advertisements in the previous year’s campaign, while effective, could be refined to better meet student wants and needs as they search for colleges.
Work Completed: A scripted message was developed to contrast the experience of learning more about a college or university online with visiting the campus in person. Voiceover and video assets were captured to produce video advertisements pre-roll and social media placement.
Results: Awareness and retargeting video messages have historically performed slightly above click-through rate (CTR) and video completion rate (VCR) benchmarks (e.g., 0.45% CTR). In the first reporting period, one version of these advertisements garnered a 4.30% CTR. These videos continued to perform well above benchmarks into subsequent reporting periods.
Conclusion: Beyond offering updated scripting and visuals, these messages paired a compelling value proposition with a clear call to action in a format that resonated with its target audience.
A Strong Foundation | The Next Century of Capital Football
Roles: Creative Strategist, Director, Producer
Project Goal: To revitalize existing relationships between the Football program and its alumni, and to develop new relationships between the program and recruits
Target Audience: Football program alumni, and prospective program recruits in the Consideration stage of the funnel
Key Challenges: The primary constraint of this project was the lack of narrative control. Documenting an ongoing season required flexibility in the development of the project’s storyline, interview questions, and approach to asset collection.
Research Conducted: Discussions with key stakeholders revealed program alumni influencers. Interviews with these influencers provided historical context to frame the story and revealed opportunities to seek out and incorporate archival footage.
Work: Over the course of twelve weeks, four games, and more than twenty interviews, enough footage was collected to begin assembling an edit. Responding to the ups and downs of the season, developing a rapport with key student-athletes and coaching staff, and seeking out the narrative arc of the unfolding season all shaped the approach to production.
Results: Despite the length of the finished piece, it has received more engagement (i.e., views, likes) than any video of the previous three years. One year after its initial release, it continues to consistently gain organic traffic.
Conclusion: In a media space dominated by hype reels and key play compilations, taking the time to highlight the hard work and history that define a Football program is a luxury most teams cannot afford. As evidenced by the increased attention garnered by a team which has faced more than its fair share of adversity in recent years, showcasing the heart and dedication the Comets pour out each season is an opportunity they could not afford to pass up.
You, Without Limits.
Roles: Director, Producer
Project Goal: To introduce Capital University through its newly updated Brand
Target Audience: Prospective students in the Awareness segment of the funnel (Freshman and Sophomores)
Key Challenge: The work done to update the Brand left video treatment open-ended. Producing this piece required script writing consistent with the Brand voice while also evolving the visual style of video production to align with other digital and physical manifestations of the Brand.
Research Conducted: Consulting the updated Brand guidelines, existing copy, and Brand stewards
Work: Script writing, voiceover coaching and recording, editing, motion graphics production
Conclusion: A Brand refresh provides the rare opportunity for an organization to reintroduce itself, and video is a dynamic medium through which this is attempted. This piece now serves as the opening media for Admission presentations, offering a fresh and vibrant introduction to Capital University.