Aurora University offers more than 40 undergraduate programs with a close-knit, familial atmosphere. Looking to refresh their principal direct mail piece — the viewbook — the enrollment, communication, and marketing teams challenged me to reimagine this booklet to connect directly with high school seniors and concisely communicate the dozens of unique reasons why AU is special.
Considering, too, the high-touch nature of the admission process at AU, I recreated these one-on-one connections by telling the AU story from students' perspectives. I led an extensive search process to identify students who had compelling and relevant stories related to a ranked list of topics most important to the enrollment team, which also included a complex list of desired demographics, too.
In addition to the print piece, I also presented optional extensions of the campaign across digital platforms. The book was published on Issuu and shared via email to many of our audience segments – prospective students, alumni, and donors. I also directed the creation of a video series that could be featured on a landing page and used for social media, both content and ads. These extensions were immediately approved by the teams, who had been seeking to provide further brand connections across channels and repurpose content in multiple ways.
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Deliverables: Print, Web, Email, Social, Video
My Roles: Account/Client Relations, Art/Creative Direction, Brand Management, Concept Development, Content Creation, Design Management, Graphic Design, Production Quality Control, Project Management, Vendor Management
My Roles: Account/Client Relations, Art/Creative Direction, Brand Management, Concept Development, Content Creation, Design Management, Graphic Design, Production Quality Control, Project Management, Vendor Management
