Challenge
Most of what we do focuses on creating or revising B2B branding and marketing, but we also work on strong, well-established brands, where the client wants a new perspective and tactical executions to refresh the messaging and drive ongoing engagement. That’s how we started working with Clemson University. A favorite former client called, asking if we’d like to produce a set of philanthropy videos for Clemson Forever, the school’s development and alumni relations brand. Our challenge was to pick up existing video content and combine it with new motion graphics for specific giving metrics. We called on our favorite videographer, Alex LaCasse at MTN LLC, who recommended Stewart Rosburg, at Tell Strategic Design for motion graphics.
Solution
STORIES ENGAGE VIEWERS IN A WAY THAT STATISTICS DON’T Motion graphics make up most of the three videos, so it was vital for the script to connect these giving metrics to stories about students who benefit. We also wanted to emphasize the school’s stewardship and say thank you (“We’re forever grateful”) to sustain donor momentum for the coming year. SHORT-FORM VERSION We created a short-form video that comes in at 1:36 and includes all the metrics, minus the interviews. TWITTER VERSION We edited a Twitter version (:20) for Clemson’s president to announce the year’s record-breaking donations.
Results
To date, the response has been overwhelmingly positive, which is what we always aim for (we live and work in the heart of Clemson country, and we know how much the Tiger Paw means to people). We’re looking forward to doing more with Clemson… watch this space for further developments!
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