As the commonwealth’s most comprehensive university and its leading research institution, Virginia Tech offers 215 undergraduate and graduate degree programs to more than 30,000 students and manages a research portfolio of more than $450 million.
Despite a successful brand launch, Virginia Tech felt that current students and faculty failed to fully understand and embrace the brand proposition.
They turned to Access to help them gain traction with these audiences and expand its appeal.
In an effort to bring the brand to life, we installed photo booths with custom graphics around campus. Students and faculty were encouraged to take pictures and describe the exciting things they were doing right now to “invent the future”. The stories were translated into videos hosted on a microsite and supported by print advertising.
The campaign worked, resulting in an increase in student engagement and recall. More than 550 students and staff participated by sharing their stories. The cost effective videos received more than 50,000 combined views on YouTube alone. The effort was recognized through a CASE award for best practices and achievement in higher education.