General Transfer Degree Ad Campaign
Project Overview
Objective: To create a TV ad campaign that informs the public about the General Transfer Degree offerings, highlighting the ability to take all courses within two days a week at both the Mount Vernon and Whidbey Island campuses.
Timeline: 1 month
Campaign Story
With minimal direction and a tight one-month deadline, I crafted a TV ad campaign to showcase the flexibility of Skagit Valley College's General Transfer Degree. The ad needed to appeal to a younger audience, so I chose a vertical format suitable for both TV and social media.
Strategy and Execution
- Understanding the Audience: Conducted quick stakeholder consultations to clarify objectives.
- Script Development: Created a catchy script starting with a "Two, Two, To" hook to engage viewers.
- Community Involvement: Cast energetic students and collaborated with the college radio station for voiceover.
- Agile Production: Used the DJI Osmo Pocket for efficient, high-quality filming.
Results
Delivered on time, the campaign achieved millions of views and thousands of engagements. It was distributed via three agencies and featured on the college’s street-side digital billboard. It was so effective we used it for a second quarter. Positive feedback highlighted its impact on young students.
Maestros Para El Pueblo Program
Project Overview
Objective: Encourage young Latinx students to pursue teaching careers and return to their communities to educate the growing Latinx population.
Timeline: Ongoing
Campaign Story
Kati, the program director, was tasked with building the Maestros Para El Pueblo program from scratch. As the only person working on the program, she was overwhelmed. Recognizing the importance and being Latinx myself, I immediately stepped in to assist.
Strategy and Execution
- Logo Design: Created a vibrant logo with a serape pattern in a graduate cap, using the college’s branded font to connect with the Latinx community.
- Landing Page: Collaborated with the web dev team to build an engaging landing page, using professional stock photos and videos from Canva to highlight future opportunities.
- Collateral Materials: Designed print materials, t-shirts with the program slogan "Become the change you want to see!", and an e-business card using Canva. Added a QR code to the logo for easy sharing and quick access, optimized for both mobile and desktop.
Results
The visually engaging materials, t-shirts, and accessible e-business card helped Kati effectively recruit students. The campaign strengthened the program’s identity and connection with the Latinx community. This campaign also won awards at NCMPR.
"If you want results, ask Nathaniel." – Kati, Program Director