Client
The Faculty of Arts Marketing & Communications Team,
The University of Melbourne

Style
Product Showcase | Education | Interview Style

The Brief

This project was focused on inspiring the next generation of university students to see the potential of Melbourne University’s Bachelor of Arts program. We partnered with the institution to bring to life the stories of six individuals making a mark in their respective industries. The brief was to promote the diverse career outcomes associated with the Bachelor of Arts program, working with pre-selected talent to produce the creative. With distribution across website, organic and paid socials, the assets we produced needed to be adaptable to multiple streaming formats, supporting the mass distribution for annual student recruitment campaigns.

Finding the Interesting

With the talent for the project cast by the University, our role began with developing structure for the testimonials. We worked in partnership with the student enrolments marketing team to understand the core objectives for future campaigns, and the diverse personas the video’s would engage with, – freshly graduated high school students, potential dual degree students, and mature-aged students – each at a different stage of conviction for enrolling with the University.

The edits for each testimonial are succinct whilst being emotive, providing students with an opportunity to digest the career pathways offered by the Bachelor at a high level, and supporting their research and decision-making processes prior to enrolment. Each explored individuals’ journey through the Bachelor of Arts programme, into the formative stages of their post-graduate careers.

Each testimonial followed a similar structure. The content deliberately moved away from the academic experience, instead promoting the more intangible experience of alumni during and post-university. We addressed the psyche of potential students – their immediate anxiety around choosing a degree, the journey through their education and the outcomes post-education in the “real world”.

The edits of each are succinct, personal, natural and impactful. Across all assets, we removed the use of B-roll footage, instead opting to keep the focus on the talent, and building a connection with the viewer.

We also developed an introductory compilation to be used as a hero video on the ‘Alumni Stories’ webpage, and to more succinctly promote the outcomes of the B.A. when shorter format video content would be required.

Creative Output

Our partnership with the faculty has extended well beyond our ‘Build with B.A’ series, and with an evergreen content library of assets developed for the University’s marketing team. In undertaking a close strategic alliance with our production agency, the faculty has confidence in our team to deliver on their branded content approach. We understand the existing stylistic devices used across their content library, so that new assets can be produced in the same language.

The series has been a highly successful tool for the Faculty of Arts student recruitment programs, with the Alumni series raising the bar for marketing content that captures students’ intangible concerns when evaluating their higher education next steps.