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Columbia University School of General Studies

Columbia University School of General Studies – Continue Your Story – Campaign Refresh
The "Continue Your Story" campaign has been successfully running for Columbia GS for the past 4 years. This original campaign focused on 4 different students and needed to be updated with 3 new students along with updating the website to be adaptive, create new banner executions, print ads, tablet executions and produce new. The 3 new students each represent an audience that is likely to apply for admission. These audiences are some one from the Arts, the financial/business industry and a Military Veteran.

Challege
Position extraordinary stories of non–traditional students to demonstrate how these programs advance their academic and professional aspirations, while showcasing program attributes for each school. Re–energize existing campaigns –take to even higher level.

Elevate video style and pacing to exceed previous versions in quality and impact
Refresh website with new students while updating it to be an adaptive site (desktop, tablet and mobile)
Increase traffic and quality of applicant pool to school programs

Solution/Rationale
For Executions messaging and design: Since the campaign had been so successful for the past 4 years, we continue style and approach of the campaign – using the student's personal objects along side of a handwritten journal entry/note together to tell their story and what brought them to the decision to apply. This was all accomplished by the following:

Interviewed each student in great depth
Gathered and photographed each student's personal objects (legal was involved regarding usage rights)
Determined the school/program attributes that were best suited for each student story

For Videos: Partnered with Casual Films production company

Research, casting and pre–interviews to align students with school attribute
Story–boarding each shoot for pacing, tempo and attribute topics
Extensive location mapping and site selection process including Lincoln Center, local cafés and iconic Columbia landmarks
Editing process working closely with Films for months

Results
Site has not yet launched – being programmed on client end. Client is extremely happy where all executions are going. We are developing over 200 web executions (banners, emails, tablet executions). One of the student's videos was shown at a Scholarship event and was so well received another department at Columbia University has reached out to us to potentially create a number of videos for them.

Team