Memories are created in a moment. So was this ad.

Awareness advertising is the bread and butter of many marketing departments, and Capital University’s Integrated Marketing and Communication (IMC) is no exception. Yet for all of the effort and funds poured into each year’s awareness campaign, a representative survey of prospective students found that the University scored poorly in recognition among many of its peer institutions.

Coupled with the fact that fast-application platforms such as the Common App make it easier than ever for a student to apply to schools with which she has no familiarity, Capital often finds itself with high performing ads (based on agency identified benchmarks for KPIs such as VCR and CTR among comparable institutions), increased application volume, and lower enrollment year over year.

Discussions with Capital’s Admission office reveal that students who visit campus are significantly more likely to enroll than those who don’t. This is corroborated by numerous interviews with students and alumni who, when asked why they chose Capital, did not cite its academic programs, rankings, or extracurricular activities, but rather the feeling they got when visiting campus.

Since joining the IMC team, I have produced ads encouraging students to visit. These ads, however, often felt targeted toward the University producing them rather than the students watching them.

Faced with an impending ad delivery deadline, I was afforded one final opportunity to record audio assets with current Capital students. I kept replaying interview clips that said the same thing in a dozen different ways: visiting campus is what made the difference between enrolling here and somewhere else.

Statistics, mission statements, and market differentiators are all fine when presenting to the Board, but for students deciding where they will spend the next four years of their life these simply aren’t enough.

Thinking back to student testimonials, I considered what a message focusing on individual experience rather than facts and figures might look like. With only a couple days to go before the final recording session of the production season, I drafted a script and asked the Director of Marketing to trust me.

The first half of the one hour recording session was spent recording audio of pre-recorded scripts. In the remaining 30 minutes, I took the three Capital students around campus, collecting footage as we went. By the end of the day, a draft of the message was under review by the Creative Director.

This initiative did not follow the conventions of how video ads are produced within the IMC, and the resulting ads are unlike anything created in my tenure with the department.

That is not to say these are the best or most effective ads, but they are different. The evolution of a brand or messaging strategy is not linear, and opportunities such as this may open the door for better things to come.

Numbers don't lie... but they don't tell the whole story.

In the fall of 2023, Capital University’s football program was celebrating a significant milestone: 100 years. A century of competition as the Fighting Lutherans, the Crusaders, and now the Comets. Generations of players connected to, not only a sport, but a way of life that led to friendships and mentorships that lasted long after the final whistle.

The team was also saddled with the previous season’s record: 0-10. Even with close calls and disputed calls, the Comets were unable to notch a single victory. Beyond the team’s morale, the evidence of this struggle was clear in the roster size.

Taken together, these facts demonstrated the opportunity for two reaffirmed forms of support. The first was alumni engagement. Capital’s football program has long enjoyed a rich alumni network, including annual events that bring alumni of all ages together. Not all alumni, however, were in favor of Capital’s decision to retire the Crusader name and logo in 2021. An effort was needed to demonstrate that no matter the name on the jersey, the team is part of the time honored tradition of which these alumni are so proud.

The second support needed was in the form of interested recruits. What could be done to demonstrate that the college football experience encompasses more than wins and losses?

This is where the asthmatic, uncoordinated University videographer enters the story. At the start of the 2023 season I knew little about football, but based on ill-fated attempts to play baseball and run track I did know that a winless season does not inspire confidence.

I wanted to highlight the dedication it took to perform at the collegiate level, the importance of being a part of a storied tradition, and the resilience of facing struggles head on in spite of previous challenges.

My work with Athletics up to this point had been celebratory, exciting, filled with pride. I knew this tone would be dissonant with the reality of a season that would likely include some struggles. More importantly, a highly polished snapshot would not be enough. A look into the people and circumstances of this program needed time.

Before the start of the season, I drafted a proposal for a short documentary following the season. Over the course of 10 minutes, a combination of inspiring highlights and insightful interviews would paint the Capital Comets in a new light, with the hope of re-engaging alumni and demonstrating to prospective students what a rewarding experience playing for the purple and white could be.

After socializing the idea and pitching to the Director of Athletics, I began interviewing coaches and players. In the weeks that followed, I developed relationships with current and former members of the football program. Through our discussions, themes emerged which tied together both past and present.

Facing numerous setbacks throughout the season, I approached interviews carefully and reviewed game footage patiently to find the necessary threads to develop a complete story. This included searching beyond my own means, contacting alumni, former vendors, and parents of players to build a stronger archive of assets for segments emphasizing historical components of the football program’s history.

Ultimately, the events of the season aligned both with historical matchups and the position from which I told its story in a way that celebrated victories without disregarding defeat. The resulting documentary was double the initial estimate. Sometimes less is more, but I felt it would be a disservice to the team to gloss over losses which were as hard fought as victory.

By the numbers, this story has been successful, to date the most watched video on Capital’s YouTube channel since the announcement of the new mascot in 2021. This project has also met its goal of re-engaging alumni through a significant amount of shares on social media and a screening at Capital’s homecoming in 2024.

Whether or not this project has driven interest among prospective students is yet to be seen. What is clear is that the most impactful stories are not always the most obvious or easiest to tell. A record, wins and losses, may tell truth, but there is much more truth to tell.

Senior wide receiver Mike Elmore holds the Oar up high after his game-winning catch.

The social strategy I learned from Improv.

I will never forget the collective uneasiness that arose in a classroom when the phrase “group project” appeared on the syllabus. How will team members be picked? Does everyone in the group receive the same grade? Will each person pull his own weight?

The prospect of relying on others and working together brings with it the anxiety of social confrontation and the potential for conflict. Determining leaders, timelines, and workflows opens the door for disagreement in a way few other scenarios can.

Fortunately for me, I am a student of many disciplines. One in particular has been remarkably useful to me long since it ceased to be a part of my daily life.

For a time, most of my life outside of class was spent in a theater. A technique that I was never truly accomplished in but enjoyed nonetheless was improvisation. Whether in theatre classes or in jazz band, there was a sense of excitement in being given a prompt or musical lick and finding a way to expand it.

The beauty of improvisation arises when you find yourself in sync with those around you. There’s no script, but you all seem to be heading in the same direction.

I continue to recognize moments like these in my daily life. There are many open questions, undefined objectives, and outright uncertainties as projects unfold.

Earlier this year, my team was tasked with bringing back the University magazine after several years without an edition. Content was steadily compiled, but one looming question remained: what do we put on the cover?

As the deadline to have a completed draft loomed, I conferenced with the magazine’s layout designer. He and I had been working on a side video project highlighting student research, but it was still without a home. I proposed we place the video’s subjects on the cover, directing readers to an online exclusive that exemplified the theme’s of the magazine.

In a matter of minutes, he had a mock-up of the cover ready to go, and shortly thereafter we pitched the idea to the magazine’s editorial board.

I was thrilled to receive positive feedback, and very quickly the decision was made to continue in this direction.

The true value of improvisation is summed up in the words “Yes, and…” Finding a harmony with your collaborators and opportunities to contribute positively have immense value in and out of the classroom.