University of Mary Washington
Brand, E-learning and Targeted Audience Engagement
Client: University of Mary Washington, Virginia, USA
Details: A content creation project (Lively), E-learning and TV, social and online content designed to increase visibility in target demographics as well as increase applications and brand reach.
Duration: 2016-present
OVERVIEW: A CONTENT-LED APPROACH
The University of Mary Washington presented a multifaceted challenge for content, strategy and engagement to enhance their digital presence, create engaging promotional content, and develop short-form e-learning to support their diverse academic and community-focused initiatives. With wide ranging expertise in video production, instructional design, and marketing content development alongside training programs for staff, faculty and students, Enterprise Screen delivered comprehensive solutions that aligned with their goals and achieved outcomes for a wide range of objectives.
Developing formats and delivering content over marketing
A traditional marketing approach from many US universities leads with a “sales” based methodology delivering key messaging that resonates with target audiences. Our collaboration helped to build these objectives into content formats to make a more engaging, entertaining and returnable content stream for audiences. The first series produced for UMW, The New Guy, was the most successful video project they had ever created. Not only did it have the highest engagement but it reached audiences they had previously been unable to hook with targets beyond future admissions (student recruitment) including high school teachers/counsellors, parents, employers and alumni.
This content-led approach continues to be key to video for UMW- it developed into several series including Faculty-focused projects introducing subject specialisms and academic routes with “Courageous Conversations” as well as a number of admissions (recruitment) YOUniquely UMW which both worked on TV as well as online.
“The Lively Content Creation Program has tapped into the real interests of our students and faculty and helped build a community, not just a marketing audience”
Realise the potential of Students, Staff and Faculty
Objective: Help the university to use their best assets to promote the experience, location, dynamic academic offerings, and vibrant campus life directly to prospective students and their families in formats that targeted audiences with sophisticated content that was built around their interests and lives.
Our Approach: The Lively program is a content generation strategy that has been adapted to corporations, institutions and government agencies for over 10 years. It is always tailored to a specific client and UMW used this to build both student and faculty digital communication skills (including adademic credit) as well as a paid internship model. Our professional team worked alongside Lively participants to produce a diverse and visually compelling, emotionally resonant channel with multiple video series
To ensure maximum reach and impact, the Lively channel has been integrated series into a broader marketing strategy, leveraging social media as well as niche target sectors, outputs and web pages.
Key Deliverables:
- Comprehensive support and training program running on campus and asynchronously
- Multiple series outputs with high-quality, self-shot, authentic content
- Social media cutdowns optimized for engagement
- Strategic integration into broader digital marketing campaigns
