Situation
Terra Community College usually focuses its limited advertising dollars on promoting enrollment just prior to the beginning of each term. In the fall of 2007, the college was in need of a new TV spot for fall, as well as a video to help make the case for its upcoming capital gifts campaign.
Hanson conducted more than a dozen on-camera interviews with students, faculty and staff (several of whom were also Terra grads). Rather than working from a pre-determined script, Hanson constructed the case video around those personal stories and experiences to demonstrate the very real difference Terra is making in the community. Clean motion graphics and thematic copy were used to underscore the key reasons for, and benefits of, making a major gift to the college.
The same video assets and graphics were re-purposed to cost-effectively provide three versions of a :30 TV spot promoting fall enrollment.
According to college officials, Fall enrollment was up more than 10% over the same period the previous year.