The USA Community College Consortium is a group of colleges located in Washington, California, Illinois, Pennsylvania and Florida. Their students are mainly regional, however, each college has an international population. The students are recruited through each college’s own international office and the Consortium.
The colleges travel as the Consortium to promote their schools to international recruits as well as potential students and their families. The Consortium, having only print materials in hand, could not properly convey their dynamic programs and locations through their existing marketing.
BrandQuery and sub-consultant Hand Crank Films were selected through an RFP process. Through in-depth discovery meetings, the two teams and the USACCC stakeholders developed a creative approach to address key points. Previous questions from students and families became part of the key points and included safety, housing, basic concerns regarding transportation to the college from the airport and more. Through a series of interviews with students and staff, care of the students was described along with a supportive B-roll presenting each campus’ features, their surrounding communities and student housing. Each film became a day in the life of a chosen international student, depicting typical events the student would encounter throughout the day.
The many stakeholders have responded enthusiastically upon the receipt of their videos. Each indicated the videos were right on point with the messaging. The teams have only just begun traveling with the videos in hand in addition to posting on their college websites and the USACCC website. We look forward to hearing the feedback from their primary audience.
