University of South Alabama
Art Direction
Advertising
Design
Social Media Marketing
AnimationObjective
Rethink how to represent a 4-year university to a new generation.
Background
The University of South Alabama tasked us with setting the tone for their advertising strategy to attract potential new students. Through research and exploration, we dove into the new realm of connecting with and marketing to Gen Z.
Our primary advertising focus was social media. The type of work we released varied from eye-catching graphics to entertaining videos to informative posts.
USA Motion Work
This motion reel showcases numerous advertising campaigns we concepted, art directed, and/or animated for the University of South Alabama.
In 2019, South asked us to create a campaign promoting their offer for qualifying out-of-state students to receive in-state tuition. We landed on a concept that played off of the idea of trends that are “in” vs. “out.”
Tuition Campaign TV Spot
The concept allowed for some humorous brainstorming sessions and required lots of research to find out what things or ideas Gen Z students thought were “in” at that time.
Along with the full-length video, we created numerous shorter format ads and some interactive story ads to play with the idea that trends are constantly changing, and it’s hard to keep up.
As a result of our out-of-state campaign, South had 345 additional OOS applications and yielded an additional 82 OOS students despite the unexpected nature of Covid-19. The campaign was the only thing South did differently.
ROI estimate assuming all OOS students received in-state tuition:
$8,396 x 4 years x 82 students = $2,753,888 LTV
(not including other fees and revenue such as meal packages)Creative Director: Stephean Grimes
Art Director / Design Lead / Animation: Heidi Boor
Cinematography: Craftshow Digital, University of South Alabama
Copywriting: Stephean Grimes, Amanda Gibson, Heidi Boor
Strategy: Natalie Sonnier
Design: Julianne Patterson, Alan HowellWork completed while at Mighty.