The Work
Harding University
Faith, Learning and Living
Harding University is the premier private Christian institution in Arkansas, offering students diverse academic programs and higher education experiences on campus and abroad. The challenge for Phase 2 of the “Faith, Learning and Living” student-recruitment campaign was to showcase Harding’s international programs and academic offerings while also conveying the diverse attributes of the campus and the school's student body.
The solution: Mangan Holcomb Partners created a series of three 15-second TV spots, and accompanying print ads, featuring students and faculty members that encapsulates the diversity of each individual and how Harding has shaped him or her. Each featured Harding student or faculty member is accompanied by “information tabs” that reveal descriptive traits and activities unique to him or her. These tabs illustrate the diverse personalities who are living and learning at Harding, in addition to the wide range of programs Harding offers its students. Each TV spot features a “star” student or professor interacting with peers, while the print ads feature one student each.
The fast-paced ads’ info tabs were designed to mimic interactive and social media website features, appealing to the primary target audience of college-aged young adults. However, the depth of information offered in only 15 seconds ensures that parents and other audiences are engaged as well, and everyone sees something fresh and new each time they view the spots.
The new student-recruitment campaign launched in November 2008.
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